The Ghanaian Wedding Industry: Review of Factors that Influences the Consumption of a Bridal Gown

The bridal gown is one of the most highly symbolic objects in the contemporary wedding market that is all-encompasses with key issues influencing consumer behaviour. The study reviewed factors that influences the consumption of bridal gowns in Ghana. A quantitative research approach and analysis of results is employed as depicted in my Ph.D. thesis. This study is an extract of the explorative phase of my Ph.D. thesis that extensively reviewed related literature on practices and consumption of bridal gowns to assess and affirm the current evidence that pertains in designing for longevity in the bridal gown industry. The population for the study is 300 married and yet-to-be married couples. Convenient sampling technique was used to select 230 out of 300 representing 76.7% response rate. The study concluded that influencing factors were apparent and deciding factors that drive consumers’ consumption of bridal gown in Ghana. This implying that, manufacturers and marketers could introduce product differentiation using these influencing factors. This sociological approach was fundamental for understanding Ghanaian women opinion and needs to identify sustainable strategies that fashion designers can considerer when designing a bridal gown for this specific territory with strong traditions.