Demand Factors that Influence Local Furniture Marketing in Ghana: A Case Study of the Kumasi Metropolis, Ghana

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Abstract The contribution of the furniture sector to economic development remains unabated in developing economies, Ghana however, is yet to fully experience the fair share of economic contribution of this industry to her Gross Domestic Product. The study examined the demand factors that influence local furniture marketing and the relative contribution of these factors to the marketing of local furniture. A total of 132 and 169 furniture producers and consumers respectively were selected through cluster and simple random sampling and accidental sampling respectively with a questionnaire-return rate of 82.6% and 87% each. Quantitative data were gathered through questionnaires and analyzed using 20.0 SPSS analysis Software Package. The Relative Importance Index (RII) was used to rank the demand factors and their relative contribution to local furniture marketing. The use of good quality aesthetic recorded 3.68 and that of door-to-door marketing of local furniture marketing (3.91) were the chief factors that accounted for high demand for local furniture marketing. Production of simple furniture that reflect the social status of consumers and rigorous product development and promotions recorded (4.62) and accounted for the relative contribution of the demand factors for local furniture marketing. Local furniture marketing would improve if designs reflected the social status of consumers, and producers invested in product development and promotions. In order to understand consumer demands producers would have to tailor production towards consumer demands so that local furniture would be attractive and sales and marketing would increase.

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