The Effect of Branding on Consumer Buying Behaviour among Textile Ghana Fabric Users in the Ho Municipality of Ghana

Abstract

The study examined the effect of branding on consumer buying behaviour among Textile Ghana Fabric (formally known as Ghana Textile Prints) users in the Ho municipality. Three aspects of brand equity, notably brand awareness, brand loyalty and brand image were all addressed with other factors that affect the buying behaviour of consumers. The study employed a descriptive research design focusing on case study. The population of the study was 140 and the sample size was 103, 95 being customers of Textile Ghana fabric brand and 8 being retailers of textile fabrics. The method of selection was by purposive and convenience sampling. In collecting data about the phenomena, open and close ended questionnaires were used to collect data from respondents i.e. customers and structured interview guide was used for retailers. Data was analyzed using SPSS employing frequency analysis and one-way chi-square to determine the number and percentage of respondents agreeing to particular assertions and to test the significance of those responses. Findings revealed that branding (brand equity) accompanied with other factors of price, status, self-concept and lifestyle are key components in influencing a customer’s purchase decision in the fabric industry. Also the findings showed that focusing on brand features, the most important element in building a successful brand in the textile industry was design. Basing on the research findings, recommendations for intensifying promotional programs (advertisements) for other brands of Textile Ghana, constantly improving the product offering and providing a product line of the same brands to cater for price sensitive customers were made.

Keywords: Branding, Textile Ghana, brand awareness, brand awareness, brand image.