The Acute Consciousness of Clients Fathoming Level Encompassing Product Content Inscriptions Leading to Their Purchase Decisions: Empirical Evidence from Ho Town

Abstract

Consumers of a product should not only be concerned about the product package, design and its model but most importantly should be concerned about the ingredients that come into play in making these products. This research was undertaken to study the consciousness of consumers of product contents on product labels, before, during and after consumption. The objectives of this research were to find out whether customers pay attention to the inscriptions of product content information on product labels, and also find out customers understanding of product content labelled on product. The convenience sampling technique was used in selecting the sample of 100 (hundred) customers from the population considering the large number of consumable products consumers in Ho. Respondents were interrogated using questionnaire. Computer data analysis Statistical Package for the Social Sciences (SPSS) was employed to analyse the data in order to help interpret results. It was discovered during this research that more than half of the sample size have knowledge about the product content inscription. It was also found out that just a little below majority buy any product that is packaged. The high percentage disagree to the proposition that once a product is packaged it is fit to buy. Contradictory to the general perception that people do not bother about content inscriptions on product labels, this research proves otherwise. In the nutshell, it was recommended that Health Regulatory bodies, National Commission for Civic Education, Food and Drug Board Authority, Ghana Standard Authority, Consumer Protection groups, Association of Ghana Industries and Chartered Institute of Marketing Ghana should take up a mantle to make the public aware through means like social media, print media, and telecommunication media.