Consumer ethnocentrism: the response of Ghanaian consumers to foreign made products.

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November, 2015
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The Ghanaian consumers attitude to foreign made products as compared to the locally made products has been a major concern to many key stakeholders (like the government, local manufacturers and or local industries) in the country as it affects the economic, social and cultural values of the country. The researcher sought to elicit response from Ghanaian consumers regarding their use of foreign made products. This was done through questionnaires to some selected Ghanaian consumers in the Ashanti region of Ghana who could conviniently be reached to examine the factors that control their purchase decision, determine the implications of purchasing foreign-made products, find out the perception that Ghanaian consumers have on foreign made products and the policies that have been put inplace to ensure patronage of locally made products. The sample size was five hundred (500) but the response rate was four hundred and eighty (480). The findings of the study revealed that the major factor that controls the purchase decision of Ghanaian consumers is the information they have about that particular product. The study also demonstrated that Ghanaian consumers have opinion that the buying of foreign products is the highest implication since it hurts the performance of local businesses. Again, the study acknowledged that Ghanaian consumers highly perceive that the design of foreign products looks better. Moreover, the govenment has put some policies in place to ensure patronage of locally made products though they are not enough. Futhermore, the study discovered that Ghanaian consumers do somehow have the ethnocentric tendencies for locally made products. From the findings, the researcher recommended that there should be some economic research bodies to encourage local prosperity, govenment should give sustainable subsidies to support local businesses and Ghanaian producers should use qualified sales persons or marketers to create awearness or sell their produce.
A thesis submitted to The School of Business, Kwame Nkrumah University of Science and Technology, Kumasi, in partial fulfilment of the requirements for the award of Master in Business Administration