Consumer Preference in Purchasing Preloved Clothes at Ukay-Ukay Paradise in Commonwealth, Quezon City: Basis in Formulating Strategies for Customer Satisfaction

Vol.4, No.1

Abstract

Preloved clothes are about buying the items that someone else has owned and possibly
loved before. The researchers came up with a study to determine the consumer preferences
of the customers who have purchased in Ukay-Ukay Paradise in Commonwealth, Quezon
City, and to formulate strategies in terms of customer satisfaction.
From the result of the study, there is no significant difference between the assessment of the
two groups of respondents in terms of brand, price, and quality. Most of the respondents of
Ukay-Ukay Paradise are employed 18 years old and below, male, single, with a monthly
income of PHP 4,999 or less, and unemployed, females aged 19 to 25, single. Both
respondents rated the preloved clothes as "agree" in terms of brand, price, and quality.
The result simply validated that the assessment of the employed group is not different from
the assessment of the unemployed group. To increase the level of satisfaction among
customers, the preloved clothes business owners should organize and clean their products
in such a way that the products will become attractive in the eyes of the consumers. Use a
satisfactory pricing strategy; avoid selling products at extremely low or high prices. The
researchers recommended to the managers that those who experience complaints because
of poor quality products or poor durability and damaged clothes should maintain them by
selling them at low prices or accepting refunds. The researchers also recommended
enhancing the promotion strategies and customer services, which gives them motivation to
repurchase and satisfy their needs.