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Cultural Meanings of Ghanaian Classic Wax Prints and Consumers Preference in Ghana |
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PP: 115-123 |
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doi:10.18576/jsapl/120301
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Author(s) |
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Patience Aku Dedume,
Johnson Kofi Kassah,
Vida Adzo Amegbanu,
Gifty Kwao,
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Abstract |
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| The purpose of this paper was to assess the cultural meanings of Ghanaian classic wax prints and consumers preferences in Ghana. The study employed a case study research design to collect both quantitative and qualitative data. The target population for the study was retailers and consumers of wax prints in the Makola market in Accra, Ghana. The sampling technique used in this study was a Stratified sampling technique. The sample size of the study was 122. The data collection instruments used were a questionnaire and an interview guide. The study found that colour was the most important factor consumers considered when purchasing Ghanaian classic wax prints. The study also found that most consumers were ignorant about the cultural meaning of the Ghanaian classic wax prints they purchased. Since colour is the main influencer of the purchase of Ghanaian classic wax prints, the study recommended that the research section of textile companies should conduct research into colour trends so that the companies can produce classic wax prints to meet the demands of the consumers. The study also recommended that Ghanaian classic wax print producers should educate the general public on the cultural meanings of the symbols, motifs, colours, and patterns in Ghanaian classic wax prints. |
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