ABSTRACT
Segmentation is the division of a large market into smaller homogeneous markets targets on the basis of common needs and/or similar lifestyles. Demographic analysis can cover whole societies, or groups defined by criteria such as Age, nationality, religion, and ethnicity. In order to overcome the stiff competition of ready to wear, business ought to understand their market characteristics. This study therefore sought to fill the existing knowledge gap by focusing on age as demographic segmentation practice on consumer choice of ready to wear clothes. The study specifically focused on the influence of age on consumer choice of ready to wear clothes in Kenya. The study adopted descriptive survey design to obtain in-depth information from the respondents. The study used purposive sampling to select ready to wear shops from the three cities in Kenya namely: Nairobi, Mombasa and Kisumu. The study used a sample size of 83 respondents from ready to wear entrepreneurs’ shops from the three cities in Kenya. The findings indicated that there is a positive significant relationship between age on consumer choice of ready to wear clothes as shown by a regression coefficient of 0.605. From the findings the researcher concluded that those older consumers are reluctant to fashion change which affect their choice of ready to wear clothes. The study recommended that ready to wear shops should conduct a market analysis in order to understand the market needs. According to perceived values in ready to wear industry, different sets of products and different types of advertising strategies should be applied for people of different status.