"To perm or not to perm": A case of natural hair in Accra, Ghana.
Date
2011-04
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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.
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
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Keywords
Ghana, natural hair, Accra, women, hair care industry, Osu