ISSN 2736-1721
Global Journal of Business Management ISSN 6731-4538 Vol. 3 (10), pp. 001-008, October, 2009. © International Scholars Journals
Full Length Research Paper
The preference gap: Ghanaian consumers’ attitudes toward local and imported products
Robert A. Opoku1* and Patrick A. K. Akorli2
1Department of Management and Marketing, King Fahd University of Petroleum and Minerals, P. O. Box 5074, Dhahran 31261, Saudi Arabia.
2Finance Manager of Ghana Oil Company Ltd, P. O. Box GP 3183, Accra, Ghana.
Accepted 13 July, 2009
Abstract
This study was undertaken to examine empirically consumer attitudes towards local and imported products in a developing country market. A survey was conducted to elicit responses from a cross section of the Ghanaian community. The country of origin image in this study was measured following the Roth and Romeo approach. The results of this study suggest that country of origin is more important than price and other product attributes, the Ghanaian consumer holds the 'Made in Ghana' label in low regard relative to foreign labels, whilst superior quality and consumer taste are the 2 most important reasons for the Ghanaian consumers’ preference for foreign products. Limitations of the study are presented and suggestions for future research on country of origin effect and the consumer in developing countries are also discussed.
Keywords: Country of origin, developing countries, consumer attitudes, Ghana.