Consumer preferences and purchase intentions for imported and locally manufactured doors. case study _ Kumasi metropolis

Abstract

Ghana is one of the developing countries where large amounts of products from other countries are imported each year and door products are not an exception. The great varieties of doors from other countries have made many consumers to patronise imported products. To this effect, the purpose of this study was to evaluate the consumer preference and purchase intentions for locally manufactured and imported doors. The objectives of the study were to compare consumers’ perceptions for made in-Ghana and imported doors, determine the important factors that influence purchase intentions of consumers, determine whether consumers purchase intentions differ with respect to their demographic characteristics and assess the impact of purchasing locally made doors on the Ghanaian Economy. The research design adopted for the study was cross-sectional descriptive survey. Using convenience sampling technique, 302 homeowners in the Kumasi Metropolis were selected for the study. Questionnaires were used as a data collection instrument. The study found that price, fashionability, attractiveness, modern trends, country of origin, social status, security, convenience and durability influence the purchase intentions of consumers. The study affirmed that homeowners who receive higher income are likely to buy imported doors. The study revealed that purchasing locally made doors boost the nation's Gross Domestic Product (GDP), make furniture industries grow, uplift the economy of Ghana and give the citizen a sense of pride, make locally industries to be globally competitive, boost employment generation in the country, and encourage investors in the country. It was concluded that Ghanaian consumers prefer buying imported doors because of their perceived quality, modernity, attractiveness and security. The study recommended that developing countries must be encouraged to improve upon the quality of doors so as to raise the confidence level of local consumers and to also enable the industries fully compete with the international firms.