Symbolic values of Ghanaian fabric names and their impact on consumer purchase intentions

Abstract

Ghanaian fabrics are all unique and authentic, each bearing a traditional richness that is befitting of proud Ghanaians. Ghanaian fabrics has symbolic names and meaning. Based on this, the study aimed at investigating the symbolic values of Ghanaian fabric names and its impact on consumer purchase intentions. Mixed method research design was adopted for the study. The target population for the study comprised all the shop owners and customers that visit the various clothing and textile shops in the Kumasi Central Business District (KCBD). The sample size for the study includes 385 participants. Purposive and convenience sampling techniques were used in selecting the respondents. Questionnaire and interview were used to gather information from the respondents. The returned questionnaires were coded and keyed into SPSS-23.0. The data gathered were analyzed using descriptive statistics in the form of frequencies, percentages, mean and standard deviation. The study revealed that the customers have little knowledge about the symbolic names and meanings of Ghanaian fabric. It was discovered that the shop owners/fabric dealers had higher knowledge on the symbolic names and meanings of Ghanaian fabric as compared to the customers. The result indicates that customers have positive purchase intention towards Ghanaian fabrics associated with symbolic names and meaning. The study found a positive and statistically significant influence of symbolic names and meanings of Ghanaian fabric on consumer purchase intention of the fabric (F=2.015, p=0.020<0.05). The results from the interview showed that fabrics that have symbolic names are those that are fast moving on the Ghanaian market. It was concluded that symbolic value of Ghanaian fabric names had relevance on consumers purchase intention. The study recommended that manufacturers could embark on social events or promotional programmes to educate and remind consumers of their rich culture, and the symbolic value the Ghanaian fabrics.