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"To perm or not to perm": A case of natural hair in Accra, Ghana.

Show simple item record Can-Tamakloe, Sena Lily 2017-03-24T13:27:52Z 2017-03-24T13:27:52Z 2011-04
dc.description Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2011 en_US
dc.description.abstract This study investigates the reasons behind some Ghanaian women‘s switch from chemically altered or relaxed hair to wearing their hair ―natural. The black hair care industry in the USA is worth an estimated 3billion dollars yearly and is dominated by products such as hair relaxers and hair extensions. A majority of women in Ghana chemically relax their hair for various reasons. However, a growing number of Ghanaian women are beginning to switch from chemically treated hair to natural hair, a practice that is perhaps a deviation from the norm. The objective of this study is to reveal the reasons behind some Ghanaian women opting for natural hair instead of relaxed hair and the potential effect these reasons have on the local black hair care industry in the area considered under study. The paper also delves into the history behind black women wanting straighter hair and how hair straightening begun in America and Ghana. This study is useful in understanding the factors that inform hairstyling choices among women, particularly Ghanaian women. It is also a ground breaking research in terms of literature regarding Ghanaian anthropology information for stakeholders in the black hair care industry in Ghana (i.e. salons, retailers of hair care products) by providing insight into a gradual change in preference by consumers. en_US
dc.description.sponsorship Ashesi University College
dc.language.iso en en_US
dc.subject Ghana en_US
dc.subject natural hair en_US
dc.subject Accra en_US
dc.subject women en_US
dc.subject hair care industry en_US
dc.subject Osu en_US
dc.title "To perm or not to perm": A case of natural hair in Accra, Ghana. en_US
dc.type Thesis en_US

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