CONSUMER BUYING BEHAVIOUR TOWARDS GHANAIAN FASHION PRODUCTS IN THE GREATER ACCRA METROPOLIS
CONSUMER BUYING BEHAVIOUR TOWARDS GHANAIAN FASHION PRODUCTS IN THE GREATER ACCRA METROPOLIS
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Date
2023-03
Authors
SHEILA NAA TETTEORKOR CLOTTEY
(8201210012)
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Abstract
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.