GHANAIANS TASTE FOR FOREIGN GOODS

 The increased rate of technological advancement and travel among a lot of people has made them gain access to a lot of foreign goods and services. Ghanaians are no exception. Obviously, consumer perception toward countries, cultures, and their products keeps on changing, therefore the issue is still interesting and important to academics and practitioners in the fields of international marketing and consumer behavior. In the history of Ghana, due to colonialism, Ghanaians had an encounter with foreign products. Examples of those products were schnapps, soft drinks, mirrors, clothes, footwear, and the like. People who consume those products were seen to be rich and prestigious. This mindset has taken deeper root in the lives of most Ghanaians. It has affected the food we eat, what we wear, what we drink, and even the choice of accommodation.

Currently, there are a lot of factors that influence the taste of Ghanaians in foreign products. First of all, most Ghanaians have the perception that products made outside the country are of high quality, compared to those made in the country. As a result, if two products of the same features and functions are produced, consumers will choose the one made outside the country. For example, a typical Ghanaian would prefer imported rice to locally produced rice. Also, in terms of clothes, Ghanaians prefer “already made” goods produced outside the country to what is sown locally.


Moreover, most Ghanaians prefer foreign goods to local ones because of the prestige attached to foreign goods. When one consumes foreign goods, the person is seen to be rich and of high class. Due to this, most people buy foreign products not because of the value they will get from the product, but for the prestige attached to owning the product.  For example, carpenters in Ghana are able to produce high-quality doors made of wood, but Ghanaians prefer to buy China and Italian doors.


Lastly, some complain that products made in Ghana are expensive compared to products made outside the country. This may be a result of economies of scale, the high cost of raw materials, the low level of technology, and the low sales turnover of the products as a result of the wrong perception. Also, most Ghanaian producers do not have the right packaging and marketing skills. They are therefore not able to match up with foreign competitors.

Importers and marketers have taken advantage of the perceptions and Ghanaian taste for these foreign products to import a lot of low-standards and inferior goods to the country.

           

However, through education, citizens are now realizing the need to patronize locally manufactured products. It is now incumbent on manufacturers or producers to meet the high-quality standards desired by consumers. They must research innovative ways to produce durable products at a lower cost. Government must also support producers by reducing taxes imposed on raw materials and providing financial support. This will help producers to produce at a lower cost.              


In summary, Ghanaians must have confidence in the products manufactured locally. Their patronage would help create more jobs and put the Ghanaian brand high on the international market.

 

Reference

Robert, A. O., & Patrick, A. K. (2009). The preference gap: Ghanaian consumers’ attitudes toward local and imported products. African Journal of Business Management Vol. 3 (8), pp. 350-357.

https://www.ghanaweb.com/GhanaHomePage/features/Addressing-the-consumer-preference-for-foreign-goods-276309

Comments

Anonymous said…
The local manufacturer have a long way to go. For instance, you have international franchises setting up outlets in Ghana, they employ locals and are still able to meet and match up their international standards even in ghana. So you wonder why our local manufacturers can’t do better. For me I think it’s a cultural thing, the average Ghanaian manufacturer should find ways to be very innovative and also offer great value for money products. I’d love to purchase locally manufactured products but due to past experiences I’ve had, for now I’d always go for the foreign ones
February 28, 2023 at 6:35 PM
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