CUSTOMER PREFERENCES OF BUYING SECONDHAND CLOTHES IN ISLAND GARDEN CITY OF SAMAL

Abstract

The study Customer Preferences of Buying Secondhand Clothes in the Island Garden City of Samal was conducted to generate new insights into the area of purchasing habits for secondhand clothes and consumer buying behavior by identifying the factors that most influence consumers when purchasing secondhand clothes. This research used a descriptive comparative design. The statistical tools used were frequency, percentage, mean, t-test, and ANOVA. The data was gathered through a survey questionnaire and distributed to 299 secondhand clothing customers. The result showed that the level of customer preference had a high mean score and that the item is frequently manifested. Moreover, there was a significant difference according to age and income, while there was no significant difference according to sex. To make customers more satisfied, store owners establish areas that highlight branded products, and if possible, they wash the selected product before display.