CUSTOMER PREFERENCES IN BUYING SECOND-HAND CLOTHING IN DIGOS CITY

Abstract

Buying and selling used garments is something that has been done for quite a while. In recent years, the rapid growth of second-hand product consumption got the attention of researchers as the cheap finds fired in the name of consumerism and wow Filipino consumers. Lately, many young entrepreneurs have ventured into this kind of business and the competition is becoming tight. Furthermore, fashion trends are changing from time to time and the rise of RTWs has become a threat to the second-hand industry as RTWs are much more affordable compared to before. In connection, most of today's clothing is made of polyester or acrylic, both plastic forms and consumers are already consuming resources at an alarming rate. Using second-hand garments can avoid the overall process of making new clothes that can benefit the environment. In the wake of the new trade environment, second hand clothing markets emerged, adding new local jobs and making it easier for the population to afford quality clothing. Hence, it is imperative to focus on the variables that influence the buying of second-hand clothing since it is part of the growing businesses and has been proven to generate profit in the country. This study employs quantitative research design and utilized mean, t-test and statistical treatments. The researchers conducted a convenience sampling for 150 customers of second-hand clothing from different stores in Digos City. Results revealed that most of the customers that patronized second-hand clothes are female with the income bracket of ₱ 5,000- ₱ 10,000 and mostly in their early thirties. The difference in the level of customer preferences for second-hand clothing does not differ when it comes to age and monthly income except to sex which shows to have a difference. The relative importance between age and the attributes of customer preference in buying second-hand clothing measured by the following factors: brand, price, risk, and location have a low correlation. The study further recommended that second-hand stores should take significant consideration when it comes to different types of consumers and when choosing their store locations.