EXPLORING CONSUMER KNOWLEDGE AND USAGE OF LABEL INFORMATION IN HO MUNICIPALITY OF GHANA

Abstract

This survey examines the relevance of label reading and consumer product choice within the Ho Municipality in Ghana. A descriptive univariate analysis was applied for the study. Self-administered questions were completed by 1,800 respondents, selected using both proportional quota and convenience sampling techniques from supermarkets and small stores. Conclusively, the study revealed low level of label reading among consumers on the basis of gender and age categories. Furthermore, for those who read, there is a strong link between label information or knowledge and their purchasing behaviour. It is thereby recommended that consumers should be supported through education by the appropriate mandated agency to know the benefits of label reading.