Factors Responsible for Influencing Colour Preference in Garment Selection among Undergraduates

Abstract

Most people have favourite colour which has a significant influence on what makes or ruins their fit in the choice of garment. This study assessed the factors responsible for colour preference among undergraduates at the Federal University of Agriculture, Abeokuta, Nigeria. Multi-stage sampling technique was used in the selection of 186 respondents. A structured questionnaire was used to collect data on respondents’ socio-demographic characteristics, types of colours commonly worn, the colour preference among undergraduates and factors responsible for colour preference in garment selection. Data were analysed using frequency counts, percentages, mean and Rank. Results showed that the mean age, gender, marital status, and ethnicity of the respondents were 24 years, male (56.8%), female (43.2%), single (86.9%) and (70.5%) from the Yoruba tribe in Nigeria, respectively. The respondents indicated that the garment colours commonly worn were black (25%), blue (22.2%), red (14%), green, pink, and burgundy (6.8%) each, yellow (5.7%), brown (4.5%), purple (3.4%), navy blue (2.3%), lemon (1.1%), and only 0.6% often wear orange and white. Furthermore, the perception of respondents on which sex is likely to select these colours during garment selection reveals that blue colour had the highest percentage for males (81.3%) while pink (1.7%) was the least. On the other hand, for females, pink (92.6%) is selected the most and blue (10.7%) the least, while black and white are perceived to be generally selected by both genders with percentages of 69.3% and 76.1%, respectively. The factors considered in the selection of garments revealed that respondents agreed to all statements with mean scores above 2.50 of the decision rules. Complexion (=3.85) ranked first when making the choice of garment colour, respondents considered the occasion or daily activity (=3.75) as second, while emotions and climatic conditions/weather (=3.49) ranked third. Religion (=3.46), garment design (=3.44), physique/body shape (=3.41) ranked 5^th, 6^th, and 7^th respectively. Sex/gender was the least ranking factor, although the mean value was also significant (=3.35). In conclusion, black, blue, and red were commonly worn colours selected by the respondents. Black and white colour is generally selected by both genders; males prefer blue while pink for females showing that gender consideration is also important in the choice of colour in garment selection. It is therefore recommended that individuals should give a thought to the careful selection of their garment colours which trigger their excitement, cheerfulness, and inspiration. Colours that complement the wearer’s physique, height, shape, complexion as well as gender should be considered.