Understanding consumer choices in African textile prints: a multi-criteria decision making and analytical hierarchical process approach

Purpose This study was undertaken to assess and analyse the factors that influence consumers’ choice of African textile prints (ATPs) using a multi-criteria decision making (MCDM) framework, specifically, the analytical hierarchical process (AHP). Design/methodology/approach A survey, using quantitative research design involving 558 participants, was conducted using closed-ended questionnaires. The data was analysed using the AHP technique by making pairwise comparisons of the identified factors and determining the relative importance of each factor. Findings The design pattern factor was found to be the most determining factor in selecting ATPs by consumers. The affordability and durability of the ATPs followed closely to design as important factors influencing consumers’ decision-making in purchasing ATPs. The demographic dynamics on the choice of ATP brands revealed an interesting phenomenon, where premium brands like Vlisco and Woodin are attracted to more selective demographics, particularly those with higher education levels and female marketers. Research limitations/implications This research offers practical insight into the complex demographic dynamics of consumer preferences for the wide variety of ATPs present in the Ghanaian market. Practical implications The application of AHP in understanding consumer preferences for ATPs will enable designers and manufacturers to make informed, strategic decisions that align with consumer preferences and cultural significance. Originality/value To the best of the authors’ knowledge, this study is the first of its kind to apply AHP to decipher the intricate dynamics of consumers' decision-making in the purchase of ATPs.