Consumers’ Evaluation of the Quality of Custom-Made Garments Manufactured By Micro and Small Scale Enterprises in Sekondi/Takoradi Metropolis, Ghana

Abstract

This study evaluated the quality of custom-made garments produced by Micro Small Enterprises (MSEs) in the Sekondi/Takoradi Metropolis of Ghana. Using the mixed method approach with multi-stage and convenience sampling techniques, 410 consumers and 36 manufacturers were sampled for the study. The data were collected using focus group discussions, a questionnaire and in-depth interviews. Thematic analysis was used to analyze the qualitative data from the focus group discussions and in-depth interviews while the Pearson‟s correlation coefficient was used to test the relationships between variables in the quantitative data obtained from the questionnaire. The results from the focus group discussions identified four (4) attributes namely: aesthetics, construction/workmanship, finishing and customers service used by consumers to evaluate the quality of their custom-made garments. Analysis of data derived from the questionnaire showed that consumers had high expectations of their custom-made garments with regard to the attributes (aesthetics, construction/workmanship, finishing and customers service) that were identified and they were equally pleased with the garment‟s performance during use and care. Thus, consumers were satisfied with the quality of the custom-made garments made by MSEs in the garment industry. However, a gap analysis based on a comparison of expectation and performance of custom-made garments within the expectancy disconfirmation theory revealed that expectations were higher than the performance regarding all the garment attributes (aesthetics, construction/workmanship, finishing and customers service) identified from the focus group discussions, indicating that consumers were generally dissatisfied with the quality of their custom-made garments. The findings also revealed that most consumers did not seek redress from manufacturers after the dissatisfactory performance of their custom-made garments The findings from the in-depth-interviews with manufacturers indicated that majority were using obsolete machines that could affect the quality of custom-made garments produced. Additionally, manufacturers were using skills they acquired through apprenticeship many years ago without any continuing professional development training. It is recommended that manufacturers implement strategies such as offering to do alterations, providing a customer service hotline for consumers, among others. This may encourage dissatisfied consumers to provide feedback on the performance of their garments for the assurance that their complaints would be handled. Manufacturers should continually improve their skill by attending seminars organised by formal institutions both public and private like NVTI and Technical Universities periodically to improve their skills. These may help MSEs manufacturers to produce garments that are of good quality. Finally, manufacturers should be educated by stakeholders like academia and garment production associations on the attributes identified in this study, as knowledge of these attributes will help them produce garments that satisfy the needs of consumers of custom-made garments.