CONSUMER ETHNOCENTRISM AND ITS IMPACT ON PURCHASE DECISIONS: A STUDY OF GHANAIAN CONSUMERS
Keywords:
Consumer ethnocentrism, Ghana, purchase decisions, trade imbalance, local businesses.Abstract
The study investigated the extent of consumer ethnocentrism in Ghana and its effects on purchase
decisions. Both qualitative and quantitative methods were used, and a convenience sampling technique was
utilized to select 480 respondents. Results revealed that Ghanaians exhibit some level of ethnocentrism when
purchasing products made outside the country. However, quality, packaging, and price were identified as the
primary factors influencing the decision to purchase foreign-made goods in Ghana. These practices adversely
impact local businesses, decrease the value of the Cedi, and increase the wealth of other countries. The study
also revealed a trade imbalance in the Ghanaian market, leading to the over-reliance on foreign-made
products, a situation that calls for an exploration of consumer ethnocentrism in the country to understand
consumer perceptions toward foreign products better. The study suggested local businesses should develop
quality, affordable products and launch marketing campaigns to inform Ghanaians about the need to buy
locally-made products. Regulatory authorities should also enforce policies that protect and promote the
growth of local industries.
