Factors influencing Ankara fabric purchase among generation Y consumers in South Africa

Abstract

The evolution of fashion has led to the sale of African fashion across the globe. The aim of Ankara fabric producers to expand business across Africa has resulted in clothing being sold in new places. With western fashion taking over South African shopping malls, it is of interest to know whether South African Generation Y assign any kind of value to Ankara Fabric. In this regard, the main objective of this study is to investigate the factors that Generation Y consumers consider when purchasing Ankara fabric. More specifically, the purpose of this research is to explore the influencing factors of awareness, consumer ethnocentrism, brand identity, social influence and price on attitude towards the purchase of Ankara fabric among Generation Y consumers. The target population for the research was male and female students at the University of the Witwatersrand and a sample of registered students who fall between the ages of 20-35 years using a data set of 285 respondents. This research relies on a quantitative analysis of the results gathered through the use of a questionnaire which was distrusted manually. The research instrument that was used in the study was adapted from previous studies and was modified to suit the current study. The obtained data was analysed using SPSS 25 and Structural Equation Modelling (SEM) using AMOS 25. The findings of this research were supported with the exception of the relationship between social influence and consumer attitude, however, not all the hypotheses were found to be significant. The strongest relationship was found between price and consumer attitude. The weakest relationships were between ethnocentrism and consumer attitude and social influence and consumer attitude. Furthermore, the findings revealed that price is the main reason for Generation Y consumers to consider buying Ankara fabric. The study generated some key implications that need to be considered by both academics and marketing practitioners. Academically, the study contributes significantly to literature on Ankara consumption in South Africa, by exploring the factors that Generation Y consumers consider when purchasing Ankara fabric. By way of marketing implications, marketers should increase awareness and marketing of the fabric and find means to reduce prices and keep the fabric affordable. The study recommends that further studies be done using a different cohort or population sample to tests the relationships put forward.