Faculty of Economics and Business Administration

The Impact of Cultural Factors Influencing Consumer Buying Behavior. A Comparative Case Study

of Cloth Purchases in Fiapre And Zongo Communities in Sunyani-Ghana

By: Sampson Brobbey Sarpong

samxarp@gmail.com

Supervised: Mr. Yaw Bediako (Catholic University College)

2014

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 DEDICATION

This work is dedicated to my late mother, Mrs. Rose Atta Asante and to all my siblings. I also dedicate it to

my entire family and friends for their inspiration.

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 ACKNOWLEDGEMENT

Throughout the course of research leading to the completion of this thesis, I have gratitude to many people,

who have provided me with tremendous help and support in one way or another, which I think I cannot

possibly acknowledge in full measure. First of all, I would like to express my sincere thanks to Mr. Yaw

Bediako, my supervisor, for his valuable advice and kind supervision. I wish to express my profound gratitude

also to my family for their tremendous help seeing me through this research piece and all others who had a

hand in completion of this work, may God bless them all.

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ABSTRACT - The current study aims to examine the cultural factors which influence consumer buying
behavior in Sunyani-Ghana. The main objective of the study was to examine the influence of cultural factors
influencing consumer behavior. The main aim of the study was to examine whether culture influences consumer
buying behavior. Data for the study were gathered through structured questionnaire administered by the researcher, on
a sample of 100 randomly chosen individuals within the study area. Eighty (80) out of the 100 were duly filled and
returned. The data obtained were analyzed using Microsoft Excel; a descriptive research. Findings of the study revealed
that culture positively have influence on buying behavior. The study further revealed that culture does not exert greater
influence on buying behavior of clothes, rather, most of the respondents stated that, price, weather, fashion trends,
personal factors, quality, and preferences are some of the other factors that influence their buying behavior of
clothes. The study concluded that, culture has a significant effect and influences on consumer buying behavior
of clothes and consumer’s decision to buy cloths, but it does not exert greater influence than other factors like
global trends, personal factors, economic factors and other factors.

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 TABLE OF CONTENT

Title Page………………………………………………………………………………………………………………... i

Dedication………………………………………………………………………………………………………...….…. ii

Acknowledgement………………………………………………………………………………………………...….... iii

Abstract………………………………………………………………………………………………………….…...… iv

Table of Contents……………………………………………………………………………………………………….. v

List of Tables…………………………………………………………………………………………………...……… vii

List of Diagrams...……………………………………………………………………...………………………...…… viii

CHAPTER ONE

Introduction...…………………………………………………………………………………………………………… 1
1.1 Background information....……………………………...……………………………………...……………… 1
1.2 Statement of the Problem……………………………………...………………………………...…….……..… 4
1.3 Objectives of the study………………………………………...……………………………...…………...…… 4
1.4 Research Questions…………………………………………...…………………………...…………………… 5
1.5 Significance of the study………………………………………...……………………………...……………… 5
1.6 Scope and Limitation of the study………………………………..……………………………………....….… 5

CHAPTER TWO

Literature Review……………………………………………………………...………………………..………………. 7

2.1 Introduction……………...……………………………………………………………………...……………… 7
2.1.1 Conceptual Framework………………………………………...……………………………...…….… 7
2.1.1.1 Definition and Concept of Culture………………………………………………………...……… 8
2.1.1.2 Definition of Consumer Buying Behavior……………………………………………...………… 8
2.1.1.3 Stages of the Consumer Buying Decision Process…………………………………………….… 10
2.1.1.4 Cultural Factors influencing Consumer Buying…………………………………………….....… 12
2.1.1.5 Subculture……………………………………………...………………………………………… 12
2.1.1.6 Social class……………………………………………...……………………………………….. 13
2.1.1.7 Norms and Customs……………………………………………...……………………………… 13
2.1.1.8 Beliefs and Attitude.……………………………………………...………….………………...… 14
2.1.1.9 Social factors……………………………………………...…………………………………...… 14
2.1.1.10 Individualism – Collectivism……………………………………...…………………….……… 14
2.1.1.11 Reference Groups……………………………………...…………………………...…………… 15
2.1.1.12 Culture is a Factor in all Buyer Search……………………………………...………………...… 15
2.1.2 Empirical Evidence……………………………………...…………………………………………… 16
2.1.2.1 Culture and Consumer Buying Behavior ……………………………………...……………...… 16
2.1.2.2 Cultural Practices of the Fiapre Community……………………………………...…………...… 19

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 2.1.2.3 Cultural Practices within the Zongo Communities in Sunyani………………………………..… 19

CHAPTER THREE

3.1 Introduction…………………………………………………………………………………………………… 20

3.2 Study Area………………………………………………………………………………………………..…… 20

3.3 Study Type……………………………………...……………………………………………………………... 20

3.3.1 Study Variable……………………………….....……………………………………………………..… 21

3.3.2 Study Population……………………………………...………………………………………………… 21

3.3.3 Sampling and Sampling Technique……………………………………...…………………………....... 21

3.4 Research Design……………………………………...……………………………………………………..… 22

3.5 Data Collection Instrument……………………………………...……………………………………….…… 22

3.6 Data Analysis Procedure….……………………………...…………………………………………………… 23

3.7 Ethical Consideration…………….…………………...………………………………………………….…… 23

CHAPTER FOUR

4.1 Introductory Statement…………….…………………...……………………………………………...……… 24

4.2 Analysis and Presentation of Data……………………………………...…………………………………...… 24

4.3 Discussion of Results…………………………………...…………………………………...........................… 34

4.3.1 Influence from family on buying decision of clothes………….…………………...………………….... 34

4.3.2 Cultural/religious influence on decision to buy clothes…………….…………………...……………… 34

4.3.3 Search for relevant information before buying clothes………….…………………...…………….…… 34

4.3.4 Cultural influence on consumer buying behavior of clothes…….…………………...…………………. 35

4.3.5 Cultural influences on buying behavior of clothes as against other factors that influence buying

behavior of clothes………….…………………...……………………………………………................… 35

4.3.6 Considering culture before buying clothes…………….…………………...……………………...… 36

CHAPTER FIVE

5.1 Introduction…………….…………………...………………………………………………………………… 37

5.2 Summary…………………………………...……………………………………………………………….… 37

5.3 Conclusion……………………………...………………………………………………………………….… 39

5.4 Recommendations……………………………...…………………………………………………..………… 41

REFERENCES……………………………...……………………………………………………………………….… 44

QUESTIONNAIRES……………………………...…………………………………………………………………… 46

LIST OF TABLES
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Raju’s ABCD Paradigm……………………………...……………………………………………………………...… 17

4.2.1 Gender Distribution……………………………...……………………………………………………….……… 24

4.2.2 Age Distribution of Respondents……………………………...………………………………………………… 25

4.2.3 Tribe Distribution of Respondents……………………………...…………………………………………..…… 26

4.2.4 Religion of Respondents………………………...…………………………………………………………….… 27

4.2.5 Search for Relevant Information before buying Clothes………………………...……………………………… 30

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LIST OF FIGURES

Figure 4.2.1 Influence from family on buying Decision of clothes………………...………………………….… 28

Figure 4.2.2 Does Culture/Religion influence your decision to buy Clothes……………….......…………………..… 29

Figure 4.2.3 Cultural influence on buying behaviour of clothes………………...…………...……………………...… 31

Figure 4.2.4 Other factors influencing buying behaviour of clothes vs cultural factors……………….………….…… 32

Figure 4.2.5 Considering Cultural factors before buying clothes……………...…………………………………..…… 33

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 CHAPTER ONE

INTRODUCTION

1.1 Background Information

Social sciences have long acknowledged cultural influences on human behaviour. Basically

culture has influence on every aspect of life. Therefore it’s of no doubt that culture has a

massive influence on the various stages a consumer goes through before purchasing a product

or service for his end use.

Edward Taylor (1871) first defined culture as “that complex whole which includes knowledge,

belief, art, law, morals, customs, and any other capabilities and habits acquired by man as a

member of society” (p.1)

Culture is a powerful force in regulating human behaviour and its impact is so natural and

automatic that its influence on behaviour is usually taken for granted. Often, it is only when we

are exposed to people with different cultural values or customs that we become aware of how

culture has molded our own behaviour. Precisely because it shapes behavior, the understanding

of culture is crucial when it comes to consumer buying behaviour.

More significantly, many studies have succeeded in establishing links between culture and

consumer behaviour. A study by Wallace (1965) associates consumer behaviour directly with

culture. He believes that culture is the all-encompassing force which forms personality, which in

turn is the key determinant of consumer behaviour. Culture is a powerful force in regulating

human behaviour. It consists of a common set of behaviour patterns that are transmitted and

maintained by the members of a particular society through various means. For example,

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members within the same culture have similarities of language pattern instruction and imitation,

and they share the same values. These values are likely to affect consumer behaviour and set the

choice of criteria used by individual consumers.

Cultural values are the vehicles which carry culturally-determined knowledge from one

generation to another; that is, they are the form in which culture is stored and expressed

(Mourali, Laroche, & Pons, 2005). These values are socialized into a particular group and are

passed on to the next generation. As a result, values persist over time and, therefore, may have an

influence on the way consumers behave. This further influences the choices that individuals

make regarding consumer decisions from everyday products to major or important purchases.

Cultural beliefs and values can therefore be said to be mental images that affect a wide range of

specific attitudes which in turn influence the way a person is likely to behave in a specific

situation. Culture influences the pattern of living, consumption and decision-making by

individuals. Culture can be acquired from the family, from the region or from all that has been

around us while we were growing up and learning the ways of the world.

Culture forms a boundary within which an individual thinks and acts. When one thinks and acts

beyond these boundaries, he is adopting a cross-cultural behaviour and may be cautioned by his

immediate society or group. Culture is an extremely critical and all pervasive influence in our

life. Given this broad and pervasive nature of culture, its study generally requires a detailed

examination of the total society; it encompasses all aspects of a society such as its religion,

knowledge, language, laws, customs, traditions, music, art, technology, work patterns, products,

plus all other artifacts that gives a society its distinctiveness.

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Since the objectives of this study is to understand the influence of culture on consumer buying

behaviour, greater emphasis will be on the specific dimensions of culture that make it a powerful

force in regulating consumer buying behaviour. Culture in this narrow sense is defined by

Schiffman and Kanuk (1997) as the sum total of learned beliefs, values, attitude that serves to

guide and direct the consumer behavior of all members of a society. Thus, culture consists of

traditional ideas and in particular the values, which are attached to these ideas. It includes

knowledge, belief, art, morale, law, customs and all other habits acquired by man as a member of

society.

Consumer buying behaviour being the processes individuals, groups, or organisations use to

select, secure, and dispose off products, services, experiences, or ideas to satisfy needs; and the

impact that these processes have on the consumer and society is greatly influenced by culture,

marketing strategies should show how products or services are reinforcing the beliefs, values and

customs of a targeted culture. Cultural researchers have recognized culture as one of the most

influential determinants of consumer behaviour. Consumers’ cultural background does not only

shapes their needs and wants, but also influences the way marketing strategies are developed to

target market behaviours, attitudes and preferences. Consumers from individuals and a group of

people with similar backgrounds develop different types of needs, which are reflected in the way

they prioritise the product attributes which influence their buying behaviour. As a consequence,

preferences for product attributes such as brand or quality differs from cultural groups and may

not be the same. For example, in a certain culture, consumers may prefer particular brands or

products because those products provide expected functional benefits than other products. .

Consumers may then prefer particular brands/products because those products can be used for

symbolic purposes which are important within their culture.

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In our contemporary society however most families and religions positively reinforce some

society’s cultures with particular reference to the way they dress.

1.2 Statement of the Problem

Cultural factors seem to exert certain degree of influence on consumer behaviour. Perhaps these

factors are some of the fundamental determinants of our wants and desires and would likely

determine the need we recognize and the product we buy to satisfy such needs. One product

often bought by every member of a society is cloth. The kinds of clothes we buy are mainly a

function of our cultural belief; they provide us with insight as to the kind of cloth we wear as

males and females, around the house and to work. Our cultures guide us as to suitable dress for

specific occasion.

Since culture plays a major role in consumer buying behaviour, the study therefore investigates

the influence culture has on consumer buying behaviour with emphasis on the buying behaviour

of clothes.

1.3 Objectives of the Study

The main objective of this study is to examine the influence of cultural factors on consumer

buying behaviour of clothes. The specific objectives of the study are to:

1.3.1 Examine the consumer buying decision process in buying clothes.

1.3.2 Examine the influence of culture on buying behaviour of consumers of clothes.

1.3.3 Assess whether culture exert more influence on buying behaviour of clothes than other

factors influencing buying behaviour of clothes.

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1.3.4 Critically examine whether or not culture is necessary in buying clothes

1.4 Research Questions

The study sought answers to the following questions:

1.4.1 What are the processes involved in consumer decision making when buying clothes?

1.4.2 What are the cultural influences on consumer buying behaviour of clothes?

1.4.3. Should culture be considered when buying clothes?

1.4.4 Does culture influence the pattern of buying behaviour of clothes?

1.5 Significance of the Study

The findings of the study will be beneficial to business and marketing organisations in that it will

reveal how cultural beliefs and values influence consumer buying behaviour, which will in turn

help them to develop effective marketing strategies. Groups, individuals and organisations who

may wish to conduct further research on this and other related topics might find this work useful.

1.6 Scope and Limitation of the Study

Owing to the broad nature of consumer buying behaviour, and its cultural influences, and the

time at disposal for the researcher, coupled with financial constraint, the researcher had found it

necessary to limit himself to cultural influences on consumer buying behaviour within Fiapre and

the Zongo Communities in Sunyani (FZCS)

In view of this, the specific limitations of the study notably are;

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1.6.1 The constraints of time on the part of the researcher in the face of other academic

commitments. The researcher had to combine the research work with classroom work.

Sometimes, the researcher had to abandon lectures and travel to the places under study.

1.6.2 Another constraint was lack of funds to support the researcher to meet the expenditure

involved in the research work.

1.6.3 In addition, lack of co-operation of some individuals or group of consumers to complete

questionnaires supplied.

In spite of these limitations, the researcher managed to produce a comprehensive and adequate

information on the subject of study that would be of great interest to all those who are involved

in marketing and who would, in the near future, be involved in this study area to expand and add

to their existing literature.

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 CHAPTER TWO

LITERATURE REVIEW

2.1 INTRODUCTION

This chapter deals with the review of related literature. It is intended to review the theoretical

aspect, which has to do with the review of theories and concepts underlying the research topic

and the empirical review, which is concerned with reviewing other researchers’ work related to

the research problem in question by evaluating the success and loopholes in addressing the

problem. The data was collected from various sources such as textbooks, journals, magazines

and websites.

2.1.1 Conceptual Framework

The impetus behind this study is the need to understand culture and its effects on consumer

behaviour, as well as to establish relationships between the two. This study has shown that there

may be intrinsic differences in the way culturally different subgroups behave with regard to

consumption and cloth purchases. In an area of marketing research, it has become essential for

researchers to examine the intricacies of marketing to different people in different cultures. There

is however, a lack of studies that have actually tried to link culture and consumer behaviors on a

large scale. This research has shown that there are indeed consumption behaviours that are

related to and are influenced by cultural differences. In this aspect, this paper has the potential to

be the stepping stone for future similar studies, and this serves to be its most important

implication in the academic field.

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2.1.1.1 Definition and Concept of Culture

Edward Taylor (1871) first defined culture as that complex whole which includes knowledge,

beliefs, art, law, morals, custom and any other capabilities and habits acquired by man as a

member of society.

McCracken (1990) saw culture as shaping our world in two ways: as the lens through which we

see and interpret the world and as a blueprint of human activity. He believed that “in short,

culture constitutes the world by supplying it with meaning” (McCracken, 1990 p73).Ideally,

culture comprises of set of values and ideologies of a particular community or group of

individuals. It is the culture of an individual which decides the way he/she behaves. In simpler

words, culture is nothing but values of an individual. What an individual learns from his parents

and relatives as a child becomes his culture.

2.1.1.2 Definition of Consumer Buying Behaviour

Consumer buying behaviour is considered to be an inseparable part of marketing, and Kotler and

Keller (2006) explained that consumer buying behaviour is the study of the ways of buying and

disposing of goods, services, ideas or experiences by the individuals, groups and organisations in

order to satisfy their needs and wants.

Kotler (2001) also defined consumer buying behaviour as the study of what people buy, when

they buy and why they buy.

Although the definitions given above are various, they all lead to common view that consumer

buying behaviour is a process of selecting, purchasing and disposing of goods and services

according to the needs and wants of the consumers. However, there is a general consensus

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among the researchers and academics that this process is subject to continual change over time as

the purchase characteristics of the consumers change due to their physical and psychological

needs. In the meantime, understanding consumer buying behaviour and the ways how the

customers choose their products and services can be extremely important for manufacturers as

well as service providers as this provides them with competitive advantage over its competitors

in several aspects. For example, they may use knowledge obtained through studying the

consumer buying behaviour to set their strategies towards offering the right products and

services to the right audience of customers reflecting their needs and wants effectively. There are

various types of consumer buying behaviour which are;

• Routine Response/Programmed Behaviour-buying low involvement frequently purchased

low items; need very little search and decision effort. For example, purchase of snack foods.

• Limited Decision Making-buying product occasionally. When you need to obtain

information about unfamiliar brand in a familiar product category, this requires a moderate

amount of time for information gathering. Examples include clothes.

• Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or

infrequently bought products. Examples include cars, houses etc.

• Impulse buying: This has no conscious planning. The purchase of the same product does

not always elicit the same buying behaviour. Products can shift from one category to the next.

For example, going out for dinner for one person may be extensive decision making (for

someone who does not go out often at all), but limited decision making for someone else.

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2.1.1.3 Stages of the Consumer Buying Decision Process

At any one time, we make decisions concerning every aspect of our lives; these decisions are

generally made without stopping to think about how we make them and what is involved in the

particular decision-making process itself. Behind the visible act of making a purchase is a

decision process divided into three major components: input, process and output. The input

component comprises the external stimuli that serve as sources of information about a particular

product and influence a consumer’s product-related values, attitudes, and behaviour which when

internalized, affect the consumer’s purchase decision. The process component, which is

concerned with how consumers make decisions considering the psychological field, is

subdivided into five stages;

➢ Problem Recognition (awareness of need): Looking at the needs, there are various things

that influence the need to buy a product or service. Environmental influences such as

situation, culture, and individual differences such as attitude, knowledge and lifestyle.

For example if someone is hungry, his first need will be food. Thus hunger stimulates

your need to eat.

➢ Information search (pre-purchase): once the customer thinks that they need to buy

something, then the search for information begins. There are two types of search, internal

or external. Internal search is retrieving the knowledge from the memory. External search

is influenced by the environmental factors. External search relates to more information

from friends and family.

➢ Evaluation of alternatives: The next consumer decision process is the search for the

purchase evaluation alternatives. A consumer might look for various other options. This

could be product replacements, which will depend on external factors such as price,

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 quality, variety and others. There’s a need to establish criteria for evaluation, thus

features the buyer wants or does not want and rank or weigh alternatives. For example a

consumer might decide that he want to eat something spicy, or dress casually. If this is

not satisfied, the consumer might then return to the search phase. An important

determinant of the extent of evaluation is whether the customer feels “involved” in the

product. By involvement, we mean the degree of perceived relevance and personal

importance that accompanies the choice. Where a product is “highly involving”, the

customer is likely to carry out extensive evaluation. This can be classified in two ways

which are;

High-involvement purchases: This includes those involving high expenditure or personal

risk – for example, buying house, a car or making investments.

Low-involvement purchases: For example, buying soft drink, choosing some breakfast

cereals in the supermarket, have very simple evaluation processes.

➢ Purchase decision: Once all the options are evaluated, the consumer decides to buy a

product. A consumer might have choice for purchase influenced by the in store choices,

sales persons etc. One thing that could happen differently from a pre-planned purchase is

the impulse purchase. One might choose to buy something else because of the sales

promotion that is going on at that particular shop. The customer could also find another

product that is better valued for money than the one intended to buy.

➢ Post-Purchase Evaluation (Cognitive Dissonance): This stage deals with post consumption

evaluation when a customer is satisfied or dissatisfied with the product. Customers are

satisfied if the expectations are matched by the performance and opposite if otherwise. If it is

a satisfied customer, there are chances that the product might be bought again. This leads to

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 the consumer loyalty of the customer. The least stage of the consumer buying process is the

divestment where consumer has option to dispose or remarket the product after the usage.

Although there are other factors influencing the consumers’ decision process, culture plays a

vital role in this area. No matter how different cultures are, it is the most basic influence on a

person’s behavior. In addition, culture acts as a guideline for identifying acceptable products,

services, and behaviours.

2.1.1.4 Cultural Factors Influencing Consumer Buying Behaviour

Culture is considered an external factor in influencing consumer behaviour. Culture is an

extremely important concept to understand consumer behavior and that needs to be examined.

Cultural influences are complicated further by the difficulty in distinguishing strictly cultural

factors from other macro-level influences. Cultural properties in the analysis of consumer

behaviour have been an important variable in marketing, especially in market segmentation,

target market and product positioning.

2.1.1.5 Subculture

Each culture group contains smaller subcultures, which are groups of people who share a

particular value system or behavior. A customer does not necessarily belong to only one specific

subculture but they can belong to several groups at a time. Subculture influences types of goods

to be purchased. For example, age, gender and religion determine the type of goods to be

purchased. It is important to know the characteristics of the sub-culture in creating the marketing

mix price, brand name identification, promotional activities and product positioning.

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2.1.1.6 Social Class

Virtually all human societies exhibit social stratification. Stratification sometimes takes the form

of a caste system where the members of different caste are reared for certain roles and cannot

change their caste membership .More frequently; stratification takes the form of social classes.

Social classes are groups who share similar values, interests and behaviours that are relatively

homogeneous and continuous. Conceptually, we can therefore realize that social class also

explains a group of people with similar buying behaviour. In Ghana for instance, social class is

not only influenced by wealth but rather other factors like education and work position.

Social class can have a profound effect on consumer spending habits. Perhaps the most obvious

effect is the level of disposable income of each social class. Generally, the rich has the ability to

purchase more consumer goods than those with less income, and those goods are of higher

quality. There is also a distinction in the type of goods purchased.

2.1.1.7 Norms and Customs

Cultural norm is defined as an understood way of acting or behaving prescribed by the society as

a whole. Norms sometimes change and are often unclear or ambiguous, but they exert a powerful

influence that guides our daily lives. Cultural norms serve to guide our actions as buyers. For

example, in searching for products, the buyer is expected to acquire information to make sound

judgment. Society prescribes that the seller may withhold information, but not lies about the

product. Cultural norms come in pairs: they prescribe what is acceptable and what is not. Buyers

are required to deal honestly and forbidden from dealing dishonestly. Cultural norms are

standards to judge behaviour. Individuals develop the capacity to evaluate their behaviour by

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experiencing the consequences of having acted in ways that violate social norms of the society in

which they live. This plays an important part in buying behaviour because it restricts or regulates

the kind of products or services we consume.

2.1.1.8 Beliefs and Attitude

Beliefs and attitudes are acquired through acting and learning. Marketers should consider beliefs

and attitudes as factors influencing consumer behavior to some extent. The beliefs and behaviour

of individuals as learnt from the families and reference groups influence the choice of products

and services.

2.1.1.9 Social Factors

Family plays an important role in developing a person’s buying behavior since family is the very

first society that strongly influences a person’s values and habits. When doing advertising, the

roles and influence of family members are studied in order to figure out at whom the ads will

target. For example, if the child influences the buying decision of a particular product, the

marketers will try to make an impact on children in their ads.

2.1.1.10 Individualism-Collectivism

This refers to the relationship between the individual and the collectivity that prevails in a given

society. It is reflected in the way people live together, and is intimately linked to societal norms.

Individualism pertains to societies where ties between people are loose, and everyone is expected

only to look after himself or herself and his or her immediate family. Collectivism on the other

hand, refers to societies in which people are integrated into strong, cohesive in-groups, which

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throughout people’s lifetime continue to protect them in exchange for unquestioning loyalty.

Since cultural dimensions such as individualism-collectivism are a major determinant of a

variety of attitudes and behaviours, they are considered to have a strong influence on the types of

needs consumers attempt to satisfy through their purchase and consumption behaviour.

Consumers from individualist and collectivist backgrounds develop different types of needs,

which are reflected in the way they prioritize the product attributes which influence their buying

behaviour. As a consequence, preferences for product attributes such as brand or quality across

these two cultural groups may not be the same.

2.1.1.11 Reference Groups

A group is a social entity that allows individuals to interact with one another in relation to

particular phenomena. The group may be an audience, family, crowd, a committee or labour

union. Reference groups refers to groups with which an individual closely identifies himself so

that they become together and test the standard of evaluation and the sources of his personal

behavioral norms. These groups influence the buying pattern of goods and services.

2.1.1.12 Culture is a Factor in all Buyer Search

All buyer searches are conducted within the framework of society. Buyers begin to learn at a

very early age what is acceptable behaviour when seeking out products and what is not. We

recognise that the individual is the smallest unit of buyer behaviour, and the pyramid rises from

there according to the increasing size of the unit with which the individual identifies himself.

Culture affects all levels of society as shown.

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Culture operates on the individual buyer on many ways. For example, the individual knows that

he/she must seek out and purchase needed goods rather than steal them. The buyer also knows

that no matter what type of search involved, that one is expected to honour all contracts, make

payments, pay on time, register complaints in legitimate ways, observe rules and assume

responsibility for information seeking. We recognise these prescribed ways of doing business as

cultural customs, beliefs and ethics. No one has to tell us how to behave in the search process; it

is part of our culture.

2.1.2 Empirical Evidence

This actually explains the empirical evidence which is concerned with reviewing other

researchers’ work related to the research problem by evaluating the success and loopholes in

addressing the problem.

2.1.2.1 Culture and Consumer Buying Behavior

Every group or society has a culture, and cultural influences on buying behavior may vary

greatly from place to place. Failure to adjust to these differences can result in ineffective

marketing or embarrassing mistakes. Generally, how we perceive things, how we think, how we

believe, are determined by our cultural environment and by the different people with whom we

interrelate. In an attempt to explain how a societal culture influences consumer behaviour,

Hofstede (1980) came up with a useful cultural dimension. He saw culture as the interactive

aggregate of common characteristics that influence a group’s response to its environment.

Raju’s A-B-C-D paradigm model (1995) shared the objective of understanding purchase and

consumption processes within cultures. It considered the purchase and consumption process in

any culture along four sequential stages: Access, buying, consumption, and disposal. The buying

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stage included all factors that influence decision-making and choice within a culture of which

three dimensions were considered critical: consumer perceptions, consumer loyalty, and attitudes

toward Marketing/consumerism. This constituted a comprehensive approach since it included

both the factors that influence consumers’ economic and physical access to products and post-

consumption behaviour, namely product disposal considerations and all the environmental

questions implied.

Raju’s A-B-C-D paradigm

Access

Can consumers obtain your product/service?

(1) Economic access- income distribution, affordability

(2) Barriers to purchase – legal barriers and other barriers

Buying Behaviour

How is the decision made by consumers?

(1) Perceptions – Country of origin, Brand equity, Price – quality

(2) Brand loyalty/store loyalty

(3) General attitudes toward Marketing/consumerism

(4) Deeper analysis of consumer psyche, e. g. impact of social norms, psychological orientation,

etc.

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 Consumption Characteristics

What factors impact consumption patterns?

(1) Product versus service in culture

(2) Cultural orientation (traditional versus modern)

(3) Social class/reference group influences

(4) Urban versus rural sector consumption patterns

Disposal

What are the implications of product disposal?

(1) Resale, recycling, and remanufacturing considerations

(2) Social responsibility and environmental implications of product disposal

Source: Raju, 1995, p.39

Empirical research on the influence of culture on consumer buying behaviour, conducted by

Kacea and Lee (2002) revealed that there is a powerful and consistent influence of culture at both

ethnicity level and the individual level. The study added that among many aspects of consumer

buying behaviour which cultural factors moderate include self-identity, normative influences, the

suppression of emotion, and the post pavement of instant gratification. The study was based on

individualism collectivism as a cultural dimension.

18
2.1.2.2 Cultural Practices of the Fiapre Community

Fiapre is a community in the Sunyani Municipal District in the Brong-Ahafo Region of Ghana.

The community is very close to the regional capital town of the Brong-Ahafo Region, Sunyani.

The people of the Fiapre community are mainly farmers and traders. Every community or society

has its own cultural practices, and with Fiapre not being an exception, the community engages in

widowhood rites, they also observe some days as sacred for their ancestors.

The community can boast of different religions like the Islamic religion, Traditional religion and

Christianity. In reality Christianity in this community dominate with the Islamic religion being

second and followed by the Traditional religion. The people also observe the traditional funeral

rites for the dead. The community also engages in the celebration on different festivals like

Christmas and New Year.

2.1.2.3 Cultural Practices within the Zongo Communities in Sunyani

The community mostly consists of Moslems of the Islamic religion. The community observes

their unique cultural practices which include tribal marks on the faces of their children. The

communities also engage in the celebration of Islamic festivals like the eid el fitel. The

communities also believe in the offering funeral rites for the dead. Moreover, culture should be

seen to be dynamic, that is responding to changing times but the cultural practices in question are

totally not accepted and should be abolished.

19
 CHAPTER THREE

3.1 INTRODUCTION

This chapter is basically on population, sample, sampling procedures and sampling method. It

also discusses the research instrument that was used to collect the data and the procedure for data

collection as well as data analysis.

3.2 Study Area

The study areas are Fiapre and the Zongo Communities in Sunyani. The communities are

located in the Sunyani Municipal District in the Brong-Ahafo Region of Ghana. The

communities can be found very close to the Regional capital.

The communities can boast of different ethnic and cultural groups such as the Bono, Asante,

Fanti, Dagomba, Ga, Mossi people to mention a few. These different cultures have different

behaviours and restrictions on how their member should behave which in turn affects their

purchases behaviour.

3.3 Study Type

This study adopted the descriptive research design because the study is dealing with a situation

that is currently prominent in the society. Descriptive research collects data in order to test

hypothesis or to answer research questions concerning the current status of the subject of the

study. The researchers saw the approach as the most appropriate design which could give a very

meaningful conclusion for the study since the purpose is to unravel the influence of cultural

factors on consumer buying behaviour of clothes within a study area.

20
3.3.1 Study Variables

The study took into account as far as study variables are concerned, all females and males of the

age 18 years and above from the entire population as the dependent variables for the study whiles

the independent variable is the cultural factors and its influences on clothe purchases. This is

because, it is believed that most of them at this age or above have much knowledge about their

cultural background and its influence on their purchases behaviour.

3.3.2 Study Population

The target population for the study was Fiapre and the Zongo communities in the Sunyani

Municipal District in the Brong-Ahafo Region of Ghana. People of different cultures and of

different gender within these communities formed the population of the study. The accessible

population on the other hand involved people living in Fiapre and the Zongo communities in

Sunyani. These communities were chosen because of accessibility and its concentration of

different cultures and endowment of different schools with different students from different

cultures.

3.3.3 Sample and Sampling Technique

All the people living in the selected communities were the target population to the research but

as a result of limited time and resources and also in order to arrive at a sound generalisation the

entire population was sampled. In order to arrive at a valid generalisation, the number of

questionnaire for the selected communities was based on people of different cultures with the

sample size being 100. The simple random technique was used. The people considered for the

sample were drawn from people of different cultures within the selected communities. The

simple random technique was used because it draws a portion of the population so that each

21
member has an equal chance of being selected. In undertaking the research, a criterion was set to

choose the respondents from the targeted study population. The researchers purposely chose the

method because elements of the population are judged to be homogeneous.

3.4 Research Design

In order to produce good amount of responses from a wide range of people and also provide a

meaningful picture of events and to help to determine present status of the study, sample survey

was adopted as the research design.

3.5 Data Collection Instrument

An approved questionnaire by the researcher was used as an instrument for collecting data for

the research work. This instrument was used because enough data could be collected for valid

conclusions. Also, this method allows respondents to complete the questionnaire at their own

convenience.The interview covered issues that were not dealt with in the questionnaires yet were

very central for the study.Questions consisted of 16 items. The items contained both open-ended

and closed-ended questions. The closed-ended questions were used to solicit specific answers

from respondents. Items 1-4 were used to collect background data of the respondents which

included their gender, age, educational qualification, tribe, and religion; the rest of the items

collected data on problems related to assessment.

After designing the questionnaire, a meticulous proofreading was made and several copies made

for distribution to people sampled for the study.The questionnaires were administered personally

and supervised by the researcher. To obtain appropriate responses the instructions were read and

explained to respondents. In all, 100 questionnaires were administered.

22
3.6 Data Analysis Procedure

Data collected from the schools were manually coded and analysed using Microsoft Excel 2007.

When the data was collected, it was edited to ensure consistency. Appropriate tables were used

to analyse the edited responses statistically. Percentages of respondents and their views on

important issues on the questionnaire were used to establish relationships between data collected.

3.7 Ethical Consideration

The purpose and the objectives of the study and any potential risk of benefits inherent in the

study were explained to the respondents. The respondents were given an opportunity to ask

questions about the study at any stage, and to withdraw from the study at any point in time.

Privacy and confidentiality were ensured by dealing with the respondents on individual basis.

23
 CHAPTER FOUR

4.1 Introductory Statement

This chapter analyzes the responses given by respondents through the administration of

structured questionnaires. In order to warrant unambiguous interpretation and analysis, tables

and charts are presented first, followed by its analysis. Frequency tables are provided to give

statistical reflection on key issues on the data with regard to the objectives of the study.

The researcher employed the use of descriptive statistics such as frequency tables, cross

tabulation, pie charts, line graphs and bar charts in doing the analysis. In all, a total of hundred

(100) questionnaires were distributed, only eighty (80) of those respondents filled in the

complete questionnaire.

4.2 Analysis and Presentation of Data

4.2.1 Gender Distribution

Table 4.2.1: Gender Distribution of Respondents

Gender Respondents Percentage (%)

Male 32 40

Female 48 60

Total 80 100
Source: Field (FZCS), 2014

Respondents were also asked to indicate their respective gender type. The data from table 4.2.1

indicates that forty eight (48) respondents representing 60% were females, whiles the remaining

thirty two (32) respondents representing 40% were males.

24
Table 4.2.2: Age Distribution of Respondents

Age Respondents Percentage (%)

18-29 25 31.25

30-39 18 22.5

40-49 35 43.75

50 and above 2 2.5

Total 80 100%
Source: Field (FZCS), 2014

Data from table 4.2.2 above shows the age distribution of respondents. The data revealed that

thirty five (35) respondents representing 43.75% were between the ages of forty and forty nine

(40-49) while twenty five (25) respondents between the ages of eighteen and twenty nine (18-29)

constitute 31.25%. Interestingly, the respondents between the ages of thirty and thirty nine

(30-39) and that of fifty and above (50 and above) were 22.5% and 2.5% respectively.

25
Table 4.2.3: Tribe Distribution of Respondents

Tribe Respondents Percentage %

Ashanti 21 26.25

Ewe 2 2.5

Ga 8 10

Dagati 11 13.75

Hausa 28 35

Bono 10 12.5

TOTAL 80 100

Source: Field (FZCS), 2014

Data from the above table shows that twenty eight (28) respondents representing 35% are from

the Hausa tribe, twenty one (21) respondents representing 26.25% are from Ashanti tribe, eleven

(11) respondents representing 13.75% are from the Dagati tribe, whiles ten (10) respondents of

the Bono tribe represent 12.5% whiles eight (8) and two (2) respondents representing 10% and

2% are from the Ga and Ewe tribes respectively.

26
Table 4.2.4: Religion of Respondents

Religion Respondents Percentage %

Christianity 43 53.75

Islam 33 41.25

Traditionalist 4 5

Total 80 100
Source: Field (FZCS), 2014

To diversify the sample population there were respondents of different religious beliefs. As a

result of this 53.75% representing forty-three (43) respondents were Christians, 41.25%

representing thirty-three (33) were Islamic whiles 5% were Traditionalists.

27
Figure 4.2.1: Influence from family on buying Decision of clothes

This reveals the influence from family on buying decision of clothes based on the study

objectives.

Influence from Family on Buying Decision

of clothes
strongly agree agree neutral disagree srongly disagree

0% 2% 1%
13%

84%

Source: Field (FZCS), 2014

The figure above shows that 67 respondents (84%) disagree that they are not influenced by their

families on their buying decision of clothes whiles 10 respondents (13%) of the respondents

respectively claimed they strongly disagree that their families influence their buying decision of

clothes. Moreover, one (1) respondent, representing 1% claimed to be neutral on the influence of

families on buying decision of clothes. Only two respondents agreed that their families influence

their buying decision whiles there was no respondent strongly agreeing that families influence

their buying decision of clothes. The implication of this data clearly demonstrates that family

opinions or influence does not have any significant effect on buying decision of clothes.

28
Figure 4.2.2 Influence of Culture/Religion to buy Clothes

Does culture/religion Influence your

decision to buy clothes
yes no

18%

82%

Source: Field (FZCS), 2014

The figure above shows that as many as 66 respondents (82%) claim culture/religion does

influence buying decision of clothes whiles the remaining 14 respondents representing 18% were

negative in this response to whether culture/religion has influence on buying decision. An

inference from the above is that majority of consumers are influenced by their culture/religion on

their decision to buy clothes.

29
Table 4.2.5: Search for relevant information before buying clothes

Search for Information Respondents Percentage %

Strongly Agree 27 33.75

Agree 18 22.5

Neutral 15 18.75

Disagree 15 18.75

Strongly Disagree 5 6.25

Total 80 100

Source: Field (FZCS), 2014

From Table 4.2.5 above, it shows that 27 respondents (33.75%) strongly agree that they search

for relevant information before they buy clothes. While 18 respondents (22.5) agree, 15

respondents (18.75%) are neutral and same percentage disagree that they search relevant

information before they buy clothes. Moreover, 5 respondents (6.25%) strongly disagree that

they search relevant information before they buy clothes. This shows that, information search

before buying clothes is fairly necessary because most respondents were neutral and negative

about the subject.

30
Figure 4.2.3 Does culture influence your buying behaviour of clothes?

Cultural Influence on Buying Behaviour

of Clothes

no

yes

44.00% 46.00% 48.00% 50.00% 52.00% 54.00%

Source: Field (FZCS), 2014

The figure above (figure 4.2.8), according to the survey results, as many as 42 respondents

(52.5%) believe that culture influences buying behaviour of clothes whiles 38 respondents

(47.5%) believe that culture does not influence buying behaviour of clothes. This implies that

culture has a positive effect on buying behaviour of clothes. This means that, since culture

apparently affects every aspect of life, it also has influences on buying behaviour of clothes

according to this survey.

31
Figure 4.2.4 Does culture exert greater influence on buying behaviour of clothes than other

factors?

One of the implications of this study was to examine whether culture exert greater influence on

buying behaviour than other factors of influencing buying behaviour.

Other factors influencing buying

behaviour of clothes vs. cultural
influences
yes no

20%

80%

Source: Field (FZCS), 2014

The figure above (figure 4.2.9) shows that out of the 80 respondents, 16 respondents (20%)

claimed that culture exert greater influence than other factors whiles 64 respondents representing

80% claim that cultural influences has less effect as against other factors influencing buying

behaviour of clothes. From the survey, this implies that culture does not exert greater influence

on buying behaviour than other factors. Most of the respondents stated that, price, weather,

fashion trends, personal factors, quality, and preferences are some of the other factors that

influence their buying behavior of clothes. Considering cultural factors before buying clothes is

an important aspect of this study therefore, the figure below, based on the survey shows the

consideration of cultural factors before buying clothes as far as this study is concerned.

32
Figure 4.2.5 Should cultural factors be considered before buying clothes?

Considering cultural factors before

buying clothes
Series 1

58.75%
38.75%
0.00% 0.00% 2.50%
Strongly Agree Neutral Disagree Strongly
agree Disagree

Source: Field (FZCS), 2014

According to this survey and from figure 4.2.5 above, 47 respondents (58.75%) concluded that

culture should be considered before buying clothes whiles 2 respondents (2.5%) disagreed that

culture should be considered before buying clothes, 31 respondents representing 38.75% also

strongly disagreed that culture should not be considered before buying clothes and because of

this, consumers should not limit themselves on what to buy because of culture. Some of the

respondents concluded that because of globalisation and fashion trends, most consumers learn

from other cultures therefore, culture should not be necessary when buying clothes.

The implication of this data clearly demonstrates that although globalization and other factors

like fashion trends are depleting our cultural values, culture should be considered before buying

clothes.

33
4.3 Discussion of Results

Like the rest of the world's economy, the Zongo and Fiapre consumer markets are also affected

by cultural influences on buying behaviour. The expectations are that consumers have become

more conscious about the level of consumption of products and services, fashion trends and

globalization.

4.3.1 Influence from family on buying decision of clothes

As a result of the analysis of data collected, it is noted from figure 4.2.1 that most respondents

strongly disagreed that family influence affects their buying decision of clothes. The result of

this survey therefore goes contrary to what Wilkie 1994, 20 said. According to Wilkie 1994,

family influence plays an important role in the buying behaviour of an individual since family is

the first society that influences a person’s values and habits. Although families are the first

society of a person, most respondents claimed that fashion trends and global trends influence

buying decision of clothes than family influences.

4.3.2 Cultural/religious influence on decision to buy clothes

The researcher further found out that culture/religion influences buyers decision to buy clothes as

shown in figure 4.2.2. This therefore corresponds to Wilkie’s argument (Wilkie 1994, 20) that,

no matter how different cultures are, it is the most basic influence on a person’s behavior. In

addition, culture acts as a guideline for identifying acceptable products, services, and behaviors.

4.3.3 Search for relevant information before buying clothes

The survey also brought to light that, not all respondents actually search for relevant information

before buying clothes and this may be as a result of consumer impulsive buying and other

34
factors. Table 4.2.5 shows that while 18.75% are neutral on search for information before buying

clothes, 18.75% disagree to the idea of searching for relevant information and 33.75% strongly

agree to search information and 22.5% of the respondents agree that they search for relevant

information before buying clothes whiles 6.25% strongly disagree to this subject. Moreover, it is

very important to search for relevant information before buying clothes just as Schmidt & Spreng

(1996) pointed out. According to them, an external or active information search is concerned

with obtaining new information to assist in the making of the purchase decision, because the

consumer feels that he/she does not have enough existing information with which to make an

informed choice (Schmidt & Spreng, 1996).

4.3.4 Cultural influence on consumer buying behaviour of clothes

One of the major objectives of the study was to find out whether culture has influences on

buying behaviour of clothes. The survey therefore revealed that culture has positive effects on

buying behaviour of clothes. Figure 4.2.3 shows that 52.5% of the respondents claimed that

culture influences their buying behaviour of clothes whiles 47.5% claimed that culture does not

influence their buying behaviour of clothes. This gives a positive correspondence to a study

made by Wallace (1965) associating consumer behavior directly with culture. He believes that

culture is the all-encompassing force which forms personality, which in turn is the key

determinant of consumer behavior.

4.3.5 Cultural influences on buying behaviour of clothes as against other factors that influence

buying behaviour of clothes

It was made to bare from this survey that, culture does not exert greater influence on buying

behaviour of clothes than other factors (personal factors, global trends etc.) that influence

35
consumer buying behaviour of clothes. Figure 4.2.4 shows that 80% of the respondents

corroborated that culture does not exert greater influence on buying behaviour of clothes whiles

only 20% refuted that culture exert greater influence on buying behaviour of clothes than other

factors. According to the respondents of this study, personal factors, psychological factors,

global trends and fashion trends as well as other factors exert more influence than culture on

buying behaviour of clothes.

4.3.6 Considering culture before buying clothes

The study further revealed that more than 50% of the respondents strongly agree that culture

should be considered before buying clothes. Figure 4.2.5 depicts that 58.75% strongly agree that

culture should be considered before buying clothes whiles 38.75% strongly disagree and 2.5%

disagree that culture should not be considered before buying clothes. It can therefore be said that

searching for relevant information before buying a product is an important aspect of the

consumer decision process and therefore it is very vital to search for information before buying

clothes.

It is therefore concluded that culture plays a significant role in the life of an individual; therefore,

culture should be considered before buying clothes.

36
 CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 INTRODUCTION

This chapter basically relates results from the analysis of data with the literature reviewed in the

present study. The study sets out as its main objective to investigate whether there is a

relationship between cultural influences and consumer buying behaviour of clothes within Fiapre

and the Zongo Communities (FZCS) and to offer appropriate recommendation. This would

enable the marketers to take the necessary proactive measures in order to develop effective

marketing strategies.

The chapter identifies the main findings of the research and discusses the summary of issues

arising out of the analysis and the research findings after which conclusions were drawn. The

chapter concludes with recommendations for marketers and organisations as well as groups and

individuals.

5.2 Summary

The principal purpose of the study was to examine the influence of cultural factors on consumer

buying behaviour of clothes. The literature reinforced the need for the present study. The study

demonstrates support for the objectives of the study. The results agree with those of the studies

conducted by (Wilkie 1994, 20) that, no matter how different cultures are, it is the most basic

influence on a person’s behavior. In addition, culture acts as a guideline for identifying

acceptable products, services, and behaviors.

37
A study by Wallace (1965) on Culture and personality associated consumer behavior directly

with culture. He believes that culture is the all-encompassing force which forms personality,

which in turn is the key determinant of consumer behavior.

On the issue of family influence on making decisions to buy clothes, the study therefore goes

contrary to what Wilkie (1994, 20) said. According to Wilkie 1994, family influence plays an

important role in the buying behaviour of an individual since family is the first society that

influences a person’s values and habits. Although families are the first society of a person, most

respondents of this study claimed that fashion trends and global trends and other factors

influence buying decision of clothes than family influences.

Furthermore, It was made to bare from this study that, culture does not exert greater influence on

buying behaviour of clothes than other factors (economic, personal factors, global trends etc.)

that influence consumer buying behaviour of clothes. This study tends to go along with a study

made by (Myers, Stanton, and Haug, 1971) who provided support for the predictive power of

economic factors such as income, family size and consumer budget over other social factors like

culture in explaining expenditure patterns for low-priced goods. They concluded that economic

factors are a major determinant of buying behaviour and can be used to predict the type of

clothes consumer is likely to buy

On the subject of searching for relevant information before buying clothes, the study revealed

that, not all respondents from the study search for information before buying clothes and this

may be as a result of consumer impulsive buying or other factors. Moreover, it is very vital to

search for relevant information before buying clothes just as Schmidt and Spreng

38
(1996) pointed out. According to them, an external or active information search is concerned

with obtaining new information to assist in the making of the purchase decision, because the

consumer feels that he/she does not have enough existing information with which to make an

informed choice.

The study also revealed that, culture/religion influences consumer’s decision to buy clothes and

this agrees with a study made by Essoo And Dibb (2004). According to them, studies in the

marketing literature suggest that religion is a key element of culture, influencing both behaviour

and purchasing decisions. Meanwhile, the study also agrees with Wilkie’s argument (Wilkie

1994, 20) that, no matter how different cultures are, it is the most basic influence on a person’s

behavior. In addition, culture acts as a guideline for identifying acceptable products, services,

and behaviors.

Finally, on the subject of considering cultural factors before buying clothes, the study revealed

that, culture should be fairly considered before buying clothes.

5.3 Conclusion

Market segmentation is prerequisite of business planners. Culture is a variable under

segmentation that is used to segment the market into sub-units. This research was set out to

achieve these objectives; to examine the consumer buying decision process; to examine the

influence of culture on buying behaviour of consumers of clothes; assess whether culture exert

more influence on buying behaviour of clothes than other factors influencing buying behaviour

of clothes; to critically examine whether or not culture is necessary in buying clothes. With this

39
research the respondents were selected from Fiapre and the Zongo Communities in Sunyani

(FZCS).

During the research it came to light that more females responded to the questionnaires and the

age range between forty (40) to forty nine (49) responded to the questionnaire. It also came to

light that most of the respondents were from the Hausa tribe. Furthermore, most of the

respondents were Christians (53.75%) whiles Islam was (41.25%) and traditionalist consisting of

only (5%).

Analysis from respondents on the issue of influence from family on buying decision revealed

that 83% disagree that family influences decision to buy clothes, whiles 13% strongly disagree to

this subject and 2% agree that family influences decision to buy clothes and 1% being neutral on

the subject. The respondents also said that culture/religion influences their decision to buy

clothes, with 82% corresponding to the subject whiles 18% thinks otherwise. This implies that

culture definitely has a significant influence on consumer’s decision to buy clothes.

Apart from these, a fair number of respondents agreed that it is necessary to search for relevant

information before buying clothes.

The study also revealed that more than half of the respondents claimed that culture influences

their buying behaviour of clothes. Thus 52.5% of the respondents believed that culture influences

consumer buying behaviour of clothes whiles the remaining 47.5% believe that culture does not

influence consumer buying behaviour of clothes.

Other factors influencing consumer buying behaviour were identified to exert greater influence

on buying behaviour of clothes than cultural factors. In addition, most of the respondents stated

40
that economic factors, global trends, fashion trends, personal factors and other factors exert

greater influence on buying behaviour of clothes than culture.

Lastly, from this study, more than half (58.75%) of the respondents strongly agreed that, culture

should be considered before buying clothes. Although some of the respondents believe that,

global trends are more considered now-a-days, culture should be considered before buying

clothes.

In summary, the results of the study indicate that culture is a vital aspect of the human race and

therefore culture should be considered in all aspects of life. Therefore, culture has a significant

effect and influences on consumer buying behaviour of clothes and consumer’s decision to buy

clothes but it does not exert greater influence than other factors like global trends, personal

factors, economic factors and others factors.

5.3 Recommendations

cultural factors made up of cultural dimensions are key factors affecting consumer buying

behaviour, it is therefore concluded that cultural factors, either acting independently or in

conjunction with other personal or demographic factors have significant influences at each stage

(need recognition, information search, and evaluation, patronage, and post purchase behaviour)

of the consumer clothes buying decision making process.

Based on the findings of the study, the following recommendations were made:

(a). It is recommended that in designing marketing strategy for clothes, managers should take

cognizance of the fact that the society’s culture is one of the most fundamental determinants of a

person’s want and behaviour.

41
(b). As part of their efforts to convince customers to purchase the kinds of clothes they sell,

marketers are recommended to use cultural representations, especially in promotional appeals.

The objective is to connect to consumers using cultural references that are easily understood and

often embraced by the consumers. This would make the consumer feels more comfortable with

or can relate better to the product since it corresponds with their cultural values.

(c). In order to maximize relevance and effectiveness, business and marketing programs of any

type, but particularly those that relate directly to the clothes buying behaviour of consumers,

must take into account the cultural positions of the people they intend to serve in order to

enhance target marketing

(d). Markers in the clothing business are recommended to continuously scan their cultural

environment and assess its influence on consumers’ behaviours both at the personal and societal

levels with a view to enhancing their capacity to recognize, resist as necessary, and make

intentional decisions that will both be beneficial to them and their customers

(e). It is also recommended for marketing managers to adopt market segmentation strategy and

segment their clothes markets on the bases of both cultural and demographic variables such as

age, income, and gender since they were all found to have great degree of influences on clothes

buying decisions

(f). Finally, marketing managers are recommended to stimulate opinion leadership in some key

members of the society by encouraging favourable word-of-mouth about their products since

clothes consumers are found to heavily rely on them for information. And also ensure that their

products are adequately labeled with important features and attributes to satisfy the educated

ones who are found to be problem solvers and would deliberately seek for information in that

direction.

42
In conclusion, the researcher recommends that furthers studies should be taken on the same topic

in order to ascertain if they face the same problems and solutions found to it. However, useful

studies can be conducted by making similar comparisons among intra-professional groups such

as other public sector institutions and private sector institutions.

43
 REFERENCES

Edwad B. Taylor, Primitive Culture (1871). New York: J P Punam’s Sons. Volume 1 page 1.

Essoo, N., & Dibb, S. (2004). Religious Influences on Shopping Behavior: An Exploratory

Study. Journal of Marketing Management, 20(7/8), 683-713.

Hofstede, G. (1980). Culture’s Consequences: International Differences in Work-Related

Values. Beverly Hills, CA: Sage.

Kacen, J. J., & Lee, J. A. (2002).The Influence of Culture on Consumer Impulsive Buying

Behavior.Journal of Consumer Psychology,12, 163-176.

http://dx.doi.org/10.1207/S15327663JCP1202_08

Kotler, P., Amstrong, G., Saunders, J., & Wong, V. (2001). Principles of Marketing (third

edition). England. Pearson Prentice Hall.

Kotler, P., & Keller, K. L. (2006).MarketingManagement(12 ed.). New Jersey, Prentice Hall.

Lake, L. (2009). Consumer Behavior for Dummies.New Jersey: Wiley Publishing

McCracken, Grant. (1990). Culture and consumption. Bloomington: Indiana UniversityPress.

Mourali, M., Laroche, M., & Pons, F. (2005).Individualistic Orientation and Consumer

Susceptibility toInterpersonal Influence.Journal of Services Marketing, 19, 164-173.

http://dx.doi.org/10.1108/08876040510596849

Myers, J. H. Stanton, R. R. and Haug, A. F. (1971). Correlates of Buying Behavior: Social

Class vs. Income, Journal of Marketing, Vol. 35, No 4; pp. 8–16.

Schiffman, L.G. and L.L. Kanuk (1997). Consumer Behaviour, Sixth Edition. Englewood

Cliffs, New Jersey: Prentice-Hall International, Inc.

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Schmidt, J. B., & Spreng, R. A. (2006). A Proposed Model of External Consumer Information

Search. Journal of the Academy of Marketing Science, 24, 246-256.

http://dx.doi.org/10.1177/0092070396243005

Raju, P. S. (1995). Consumer behavior in global markets: the A-B-C-D paradigm and its

application to Eastern Europe and the Third world. Journal of Consumer Marketing 12,

no. 5: 37-56

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Wilkie, William L. (1994). Consumer Behavior. United States. John Wiley & Sons, Inc.

45
 QUESTIONNAIRES

CATHOLIC UNIVERSITY COLLEGE OF GHANA

FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION

The questionnaire is strictly for academic purposes. It is designed to determine the influence of

culture on consumer buying behaviour in Fiapre and the Zongo Communities in Sunyani. Any

information given will be treated confidentially. Indicate in one of the parenthesis a tick to show

how relevant the item is to you. You may be requested to also fill in where necessary.

BACKGROUND DATA

1. Gender male [ ] female [ ]

2. Age 18-29 [ ] 30-39 [ ] 40-49 [ ] 50 and above [ ]

3. Tribe: …………………………………….

4. Religion: Atheist[ ] Buddhism[ ] Christianity[ ] Hinduism[ ] Islam[ ]

Judaism [ ] other, please specify……………………………………………………

ASSESSMENT

5. Does your friends/family’s opinions influence your buying decision?

Strongly Agree [ ] Agree[ ] Neutral[ ] Disagree[ ] Strongly Disagree[ ]

6. Does your religion/culture influence your decision to buy clothes?

Yes[ ] No[ ]

7. Do you search relevant information before buying clothes?

Strongly Agree [ ] Agree [ ] Neutral [ ] Disagree [ ] Strongly Disagree [ ]

46
8. By which means do you usually search for the relevant information?

Internet [ ] Newspaper [ ] Friends[ ] Others please specify………………………...

9. Does culture influence your pattern of buying?

Yes[ ] No[ ]

10. Does culture influence you to purchase clothes more than any other factors?

Yes[ ] No[ ]

11. If no; what factor(s) influence you to purchase clothes?

……………………………………………………………………..

12. Do you think cloth purchases should be free from one’s culture?

Yes[ ] No[ ]

13. Do you limit yourself on the kinds of clothes you purchase because of your culture?

Yes[ ] No[ ]

14. Should cultural factors be considered before buying clothes?

Yes[ ] No[ ]

if No, Why?

..................................................................................................................................................

15. Do you think your culture is not necessary in terms of what to buy?

Strongly Agree[ ] Agree[ ] Neutral[ ] Disagree[ ] Strongly Disagree[ ]

Thank You

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