Consequences of Symbolic Names and Meanings of Ghanaian Fabric on Consumer Purchase Intention

Abstract

Ghanaian fabrics are all unique and authentic, each bearing a traditional richness that is befitting of proud Ghanaians. Ghanaian fabrics have symbolic names and meanings. Based on this, the study aimed to investigate the symbolic values of Ghanaian fabric names and their impact on consumer purchase intentions. A mixed-method research design was adopted for the study. The target population for the study comprised customers who visit the various clothing and textile shops in the Kumasi Central Business District (KCBD). The sample size for the study includes 292 customers and 7 African fabric dealers. Purposive and convenience sampling techniques were used in selecting the respondents. Questionnaires and interviews were used to gather information from the respondents. The data gathered from the questionnaire were analyzed using descriptive statistics in the form of mean and standard deviation, and interview data was analyzed thematically. The study revealed that consumers have positive purchase intentions towards Ghanaian fabrics associated with symbolic names and meanings. It was discovered that the consumers attach much value to Ghanaian fabric symbolic names and meaning, and feel comfortable and proud anytime they purchase fabric 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). It was concluded that Ghanaian fabrics with names and meanings have relevance on consumers' purchase intentions. 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 of the Ghanaian fabrics.