Abstract: This study sought to find out the way and manner clothing purchasing decisions by homemakers in the Shama district of Western region in Ghana were carried out. The investigation captured one hundred (100) households who were given questionnaires to respond to. Data were collected through primary source using structured questionnaire and purposive random sampling technique. The research objectives were to find out the factors affecting clothing purchasing decision of homemakers and the processes that homemakers go through in order to arrive at such clothing purchasing decisions. The study also sought to bring to light the challenges that homemakers faced when making clothing purchasing decisions. From the responses given, it was realized that respondents considered the following factors in order of priority when making clothing purchasing decisions: The appearance of the clothing, the price of the clothing, the comfortability, durability and fit of the clothing. The study also revealed challenges like educational background inhibiting the clothing purchasing decisions and cultural differences. From the results of the study, the researchers recommend that, in order to get true value for their money, consumers thus homemakers in the Shama district should consider the durability and price of the clothing above other factors.
Keywords: clothing; purchasing; decision; practices; Ghanaian homemakers.
Title: CLOTHING PURCHASING DECISION PRACTICES OF GHANAIAN HOMEMAKERS: A CASE STUDY OF THE SHAMA DISTRICT OF WESTERN REGION, GHANA
Author: Abdul F. Ibrahim, Thomas O. Asare, Daniel K. Asare
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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