The promotion of Ghanaian textile prints on contemporary Ghanaian market

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The historical overview of the Ghanaian textile printing industry over the period of their establishment shows that the factories have never enjoyed consumers’ full patronage of their products, The products from T.T.L. and G.T.M.C. for example, have often been regarded as inferior, A period between 1967-69 when T.T.L. cloth was selling at one cedi (¢1.00) per metre, the cloths came to be as ‘cedi tam’ or cedi cloth, a slogan which signified inferior quality. Since then, Ghanaian consumers have generally expressed negative attitudes towards the locally produced printed cloths in favour of the Western imported ones. As far as the promotion of the Ghanaian printed cloths is concerned, this had adverse socio-economic consequences on individual consumers, traders or distributors the producers and the nation as a whole. This thesis therefore has grown out of the researchers desire to foster an increased awareness of the need for Ghanaians to patronize local products, especially the printed cloths. The researcher used both Descriptive and Analytical Survey methods in his field research. Eighty-four (84) consumers, our (4) textile printing factories and twenty five (25) distributors including the big trading firms and market women were involved in the study. Other auxiliary bodies involved were officials from the Ghana Standards Board rind Ministry of Trade and Tourism, Accra. The research instruments used were questionnaires, interviews and personal observations. Besides other minor factors, the research was based upon five major variables which the researcher considered as the main contributory factors to the problem. These were: (1) The quality of Ghanaian printed cloths in terms of dye fastness, durability, designs and colour used; (2) Consumers income in re1aton to prices of the prints; (3) Consumers’ general psychological impression and lack of taste for the local prints; (4) Lack of education and (5) Lack of effective distribution and sale promotional activities The data obtained from the field were critically analysed and interpreted A review of the research findings revealed that the quality of the Ghanaian printed cloths, especially the fading a. dyes; consumers’ general psychological impression and lack of taste for the local printed cloths are the two most important factors related to consumer’s discrimination against the locally produced printed cloths in favour of the Western imported ones. Based on the results of the analysis, the researcher has come out with some recommendations which should guide all persons who are related to the production, distribution and uses of Ghanaian printed cloths in their anxiety and search for an effective means of promoting the Ghanaian printed cloths. It is hoped that the findings and recommendations made on them will help find a lasting solution to the problems retarding the promotion of Ghanaian printed cloths on the contemporary Ghanaian market.
A thesis submitted to the Board of Postgraduate Studies, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirement for the award of the Degree of Master of Arts in Art Education, 1992