CHALLENGES FACING THE MARKETING OF FASHION PRODUCTS IN GHANA: CASE STUDY OF FASHION BUSINESSES IN HO MUNICIPALITY
CHALLENGES FACING THE MARKETING OF FASHION PRODUCTS IN GHANA: CASE STUDY OF FASHION BUSINESSES IN HO MUNICIPALITY
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Date
0201
Authors
Danso, Daniel Kwabena
Nuworkpor, Afi Anita
Kuwornu-Adjaottor,Jonathan E. T
Aboagyewaa-Ntiri,Josephine
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Abstract
The study assessed challenges facing the marketing of fashion products in the Ho
Municipality of Ghana. A total sample size of two hundred (200) respondents was used
in the conduct of this study. Quota sampling technique was adopted in the selection of
staff and management of the selected fashion businesses. A total of 215 questionnaires
were administered to respondents and 200 were received from them. The results
indicated that there are several challenges facing the marketing of fashion products in
Ho. These are lack of capital and credit facilities, high income tax, high utility bills and
rent, lack of market, low and irregular income, competition of cheap imported clothes,
lack of knowledge and skills in the use of clothing production techniques. It was found
that challenges hindering the marketing of fashion products could be addressed
through financial support, formal training, the ban of importation of fashion goods into
the country and the regular conduct of fashion trade fairs. The study recommended that
fashion enterprises should be supported by government and financial institutions in the
prestart-up phase, the start-up phase and the growing phase in order to reduce the
burden on them. Fashion firms should also be creative and innovative to survive the
challenges facing the industry, particularly in terms of marketing, textile designs and
fashion product designing. Fashion businesses should also embrace social media
opportunities to promote their products. There is also the need for infrastructural
developments that will help reduce production cost but improve quality.
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Citation
Danso, D. K., Nuworkpor, A. A., Kuwornu-Adjaottor, J. E., & Aboagyewaa-Ntiri, J. (2018). CHALLENGES FACING THE MARKETING OF FASHION PRODUCTS IN GHANA: CASE STUDY OF FASHION BUSINESSES IN HO MUNICIPALITY. European Journal of Social Sciences Studies.