Department of Fashion Design and Textiles Education

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https://ir.aamusted.edu.gh/handle/123456789/533

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Browsing Department of Fashion Design and Textiles Education by Author "SHEILA NAA TETTEORKOR CLOTTEY"

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    CONSUMER BUYING BEHAVIOUR TOWARDS GHANAIAN FASHION PRODUCTS IN THE GREATER ACCRA METROPOLIS
    (2023-03) SHEILA NAA TETTEORKOR CLOTTEY; (8201210012)
    This study assessed consumer buying behaviour towards Ghanaian fashion products with specific focus on Greater Accra Metropolis. The study used a quantitative approach with descriptive research design based on a sample of 366 respondents. Data collection was done using a questionnaire and the respondents were chosen using a simple random sampling technique. The study showed that fashion trends have a significant impact on consumer behaviour towards Ghanaian fashion products. In addition, the study showed that, consumer behaviour is significantly influenced by people’s working status in relation to Ghanaian fashion products. Also, the study showed that, quality of fashion products significantly influences consumer purchasing behaviour. Finally, the study revealed that, advertisement on fashion products has a significant impact on consumer buying behaviour. Moreover, in all, the research revealed that, consumer buying behaviour towards Ghanaian fashion products is influenced by fashion trends, product quality, working status and advertisement. This study recommends that fashion designers and management in the fashion industry must maintain effective and positive trends or brands to attract more people in the industry. They must also ensure the quality of fashion products in the market, should consider moderating prices of fashion products so that the ordinary Ghanaian can afford them. Finally, fashion designers and management of the fashion industry must frequently do adverts to attract more consumers.