Quality Attributes: Consumers’ Evaluation of Tailored Clothing in Ghana
Quality Attributes: Consumers’ Evaluation of Tailored Clothing in Ghana
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Date
2023
Authors
Appiah, Ninette Afi
Ankai, Boateng Kojo
Alhassan, Haruna
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Marketing Studies
Abstract
Purpose: There are challenges in arriving at quality garments that meet the consumers’
specifications for Ghanaian fashion designers. To appreciate consumers’
conceptualization of quality attributes of tailored clothing produced by small-scale
garment manufacturers, the study assessed the quality attributes of tailored clothing
produced by small-scale garment manufacturers.
Methodology: The descriptive research design was adopted. The study further employed
the quantitative data collection and analysistechnique. Thisstudy’s population comprised
all clothing product consumers in the Wa Metropolis in the Upper West Region of Ghana.
In determining the sample size of consumers, the study resorted to the convenience
sampling technique and selected a sample size of 400 consumers. Descriptive and
inferential analysis and interpretation (mean and standard deviation) was used.
Findings: The study found that consumers are more likely to accept a manufacturer’s
reputation or brand, the clothing’s price, and whether it seems perfectly tailored as
indicators of the garment’s quality and that they do not evaluate the quality of tailored
clothing based on convenience and how difficult it is to come by tailored clothing that fit
accurately.
Contributions to Theory, Policy and Practice: The study provides insights into
consumer behavior in the context of the clothing industry in Ghana and other developing
countries and help in explaining how tailoring habits or industry may differ from other
more developed countries. Practically, this is useful for manufacturers, retailers, and
researchers in the clothing industry who are looking to understand consumer preferences
and improve the quality of their products. The findings can be used to inform policies
aimed at increasing consumer confidence in the quality of tailored clothing in Ghana
which may include measures such as mandatory quality testing or certification programs.