An investigation into the buying behavior of young women in tertiary institutions for fashionable clothing: case of Ashesi University College and University of Ghana

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The aim of the research was to investigate into the buying behavior of fashionable clothing amongst young women in the tertiary institutions. Women are however considered to have a unique self-image and the drivers of fashion in the world (Tamboli, 2008). The theoretical frameworks used for this study were the five-stage model decision process (need recognition or problem recognition, information search, evaluating alternatives, product choice and outcomes) and the major factors that influence consumer behavior. Surveys based on these theories were used in collecting data from respondents from Ashesi University College and University of Ghana. This research adopted an exploratory and descriptive research where data was collected through interviews and the use of questionnaires. Family and Friends were found to be the major factors that influence a young Ghanaian woman to purchase fashionable clothing. Three most important criteria for these young women in selecting fashionable clothing are Comfort, Style and Style. Findings from this study revealed that though young women are not trendsetters in fashion, they like to buy fashionable clothing.
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2014
Ghana, Ashesi University College, consumer behavior, fashionable clothing