Consumer Buying Behaviour Towards Ghanaian Fashion Products: A Case of Consumers in the Greater Accra Metropolis

Purpose: This study explored consumer buying behaviour towards Ghanaian fashion products in the Greater Accra Metropolis, focusing on demographic factors, fashion trends, and economic influences. Methodologies/Design: A quantitative cross-sectional survey was employed, utilising structured questionnaires to gather data. A sample of size of 366 respondents was obtained and used in the study. To ensure representativeness, the simple random sampling techniques were employed. Descriptive and inferential statistical analyses, including regression, were conducted. Findings: The study revealed that gender and age significantly influence consumer behaviour, with women and younger adults (aged 20-39) showing a higher inclination towards purchasing locally made fashion items. Fashion trends emerged as a key determinant, acknowledging their influence on buying decisions. Regression analysis confirmed a significant positive effect of fashion trends and working status on purchasing behaviour. Practical and Social Implications: The findings suggest that local fashion brands should target younger consumers through digital platforms and trend-driven marketing. Also, brands could benefit from tailoring products and promotions towards female consumers and employed individuals with greater purchasing power. Socially, the study shows the role of fashion as a form of cultural expression among urban youth while also identifying a niche market focused on quality and heritage. Originality: A novel understanding of consumer dynamics within the Ghanaian fashion industry is provided in this study, emphasising the interplay of trends, demographics, and economic factors, offering actionable recommendations for fashion marketers to optimise their strategies in a competitive market.