Consumer Preferences for African Prints across Age Groups in Southwest Nigeria

Abstract

This study examined the perceptions and preferences of African print consumers across different age groups in Southwest Nigeria. The study examined the relationship between cultural, social, and economic factors shaping consumer choices of African print fabric usage. A mixed-methods research design was employed, integrating a quantitative online survey with qualitative focus group discussion. The research instruments were validated through expert review, pilot testing, and reliability analysis, yielding a Cronbach’s Alpha of 0.86, which confirmed strong internal consistency. A sample size of 384 was determined using an online sample size calculator. The online questionnaire was distributed across the six states of the region which yielded responses from 384 consumers. Participants from all age groups and states were represented but younger and more digitally active respondents were more represented due to the mode of data collection. Descriptive statistics, including frequency distributions, percentages, and mean scores, were used to summarise socio-demographic patterns and address the objectives while the Kruskal–Wallis H test was used for the inferential statistics to test the hypotheses. The qualitative data gathered during the focus groups discussion provided deeper context to the statistical findings. The study revealed that African prints have positive perception across all age groups in Nigeria. It was also discovered that although African prints are perceived as suitable for all age groups, preferences for design features vary by age. The study revealed among others, that the younger generation prefer to use African prints for hybrid fashion, that is, combining it with other modern fabrics while the older generation prefer the primitive method of styling the fabric. The study recommends that African print designers adopt a user-centred design approach, tailoring styles to age-specific preferences while promoting the cross-generational appeal of African prints.