Do Ghanaians Prefer Imported Textiles to Locally Manufactured Ones?

Abstract

This paper ascertains whether consumers prefer locally made textiles to imported ones or vice versa and what accounts for the choice. The study uses survey data of industry, traders and consumers to explain the issue. The results show that most consumers prefer locally-made to imported ones. More than half of those who prefer locally-made textiles claim local textile products are of better quality. Others claimed they are more affordable and attractive while a few claimed local textiles are cheaper. This appears to contradict the country-of-origin effect and the results of previous studies in Africa and other developing countries. Implications for traders, governments and local manufactures are also discussed. The study provides insights with respect to Ghanaians’ preference of locally-produced textiles to foreign-made ones.