Assessment of Consumer Preference in the Use of African Wax Prints in Ghana

Abstract

Africa as a continent is well noted for its artistry and culture which form integral part of everyday lives of the people. Africans portray themselves with rich material culture and this is expressed in the fabrics they adorn themselves with. Notable among such fabrics are the types known as “African prints” which are actually not of African origin but have come to be accepted as part of African textiles with incorporation of traditional motifs. A survey of the sales and usage of the prints shows that consumers mainly used the prints for making garments and accessories. With variety of colour ways, symbolic motifs, textures among others, consumers have the choice to select from a wider range of the prints thatbest suits the intended purpose. This paper assesses consumer preference of African Wax prints to ascertain the buying drivers that influenced consumers in choosing specific print for specific fashion need. The study finds that consumer preference for the prints have changed significantly due to dynamism in today’s fashion trend and needs of consumers. Factors such as brand and quality, colour scheme, pattern size and layout, symbolism and cultural significance and adaptability of the print design to fashion styles are the main driving forces that influence consumers to choose a particular print for specific need. It is recommended therefore that textile and fashion designers should make concertedefforts to consider these factors in their design process so as to satisfy the needs of their consumers to promote the prints both locally and internationally.

A Comparative Study of Printed Fabric Product Lines and Design Concepts of Texstyle Ghana Limited

“…The resistance to fading ensured that the designs remained bold and colourful for a long time, making them an ideal choice for traditional occasions and celebrations. This corroborates the finding of Chichi, Howard, & Baines (2016), establishing TSGL as a premier brand that appeals to both the older generation and the young at heart. The wax print also influenced the design concept by encouraging bold and expressive patterns.…”

Güney Bati Ni̇jerya'da Üreti̇len Afri̇ka Baski Kumaş Tasarimlarinin Temel Bi̇leşenleri̇ni̇n İncelenmesi̇.

“…African print fabrics today also increasingly incorporate Western objects and symbols such as umbrellas, phones, electric fans, cameras and radios are often overlaid onto backgrounds with lines and other geometric shapes (Amankwah & Howard, 2013;Chichi et al, 2016). Uqalo (2015) noted that African prints are used by people across all social strata including entertainers, religious leaders, politicians and peasants in Africa and the diaspora.…”

“…African print fabrics according to Uqalo (2015) portray the African rich culture and provide a sense of belongingness in the society. Chichi, Howard, and Baines (2016) identified brand loyalty, quality, symbolism, cultural significance, design ingenuity, adaptability of print designs to fashion styles and some design features, such as colour scheme, pattern size, and layout as factors influencing the marketability and acceptability of African prints locally and internationally. It is therefore important to know the basic component of this fabric and what makes it different from other types of textile prints.…”

Considerable Factors Influencing the Selection of Children’s Wear Made in African Print Fabrics

“…Thus, contributing to the building up of self-esteem, self-respect, and self-acceptance. Various research so far concentrates on the use of African prints by adults (Adeloye, 2022: Chichi, et al 2016: Ugalo, 2015 and its usage for adult clothing (Amankwah & Howard, 2013: Dogoe, 2013. However, there are few studies present on children's clothing made with African print fabrics and how consumers perceive them, therefore, this study seeks to solicit consumers' views on the types of African prints available on the Ghanaian market and the factors that influence their choice of children's wear made in African print fabrics.…”