Assessing the consumption patterns of locally-produced clothing by teachers of Tumu senior hightechnical school in Sissala east district of the upper west region in Ghana

Abstract

The purpose of this study was to assess the consumption patterns of locally-produced clothing by teachers of Tumu Senior High/Technical School in Sissala East district of the Upper West Region. Using the quantitative research approach, the study employed the census sampling technique to select all the 86 teachers of the Tumu Senior High/Technical School. The study found that Teachers at the Tumu Senior High/Technical School choose their preferred clothing once a year, and no one else does that for them and that the teachers take their clothing information from store displays, magazines, catalogues and other print media as well as social media. It was also discovered that teachers of Tumu Senior High/Technical School choose their clothing primarily based on how durable the clothing is, the price of the clothing, how good it is a fit on them and how comfortable they believe it can be on them. It was also established that socioeconomic factors such as price, income level/economic status, level of physical activity, profession and peer group influence are major factors that influence the teachers of Tumu Senior High/Technical School’s decisions concerning the selection or consumption of locally produced clothing. It was recommended that locally-produced clothing manufacturers consider different marketing applications to influence teachers’ choices in consuming locally-produced clothing. And that, locally-produced clothing producers must address themselves to psychological, socio economic and clothing characteristics influencing teachers clothing sel