Ethnocentrism and Purchase Decisions among Ghanaian Consumers

This paper explores the effect of lifestyle, culture, and tradition on consumer behavior in Ghana. With the current emphasis on globalization, U.S. businesses are increasingly targeting foreign consumers; subsequently understanding the behavior of these consumers and knowing their lifestyles is crit...

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Bibliographic Details
Published in:The journal of applied business and economics 2011-09, Vol.12 (4), p.20
Main Authors: Mensah, Edwin Clifford, Bahhouth, Victor, Ziemnowicz, Christopher
Format: Article
Language:English
Subjects:
Consumer behavior
Consumers
Cultural differences
Culture
Decision making
Developing countries
Economic growth
Ethnicity
Ethnocentrism
Globalization
Impact analysis
International markets
LDCs
Lifestyles
Market segments
Population
Purchasing
Purchasing power
Statistical analysis
Studies
Traditions
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Summary:This paper explores the effect of lifestyle, culture, and tradition on consumer behavior in Ghana. With the current emphasis on globalization, U.S. businesses are increasingly targeting foreign consumers; subsequently understanding the behavior of these consumers and knowing their lifestyles is critical for their success. Businesses need to understand the effect of the culture in shaping consumer habits. Studying the effect of consumers' habits is a way of investigating buyer behavior and market segmentation. This paper studies consumer market segments existing among Ghanaian consumers by using life-style patterns and ethnocentrism. [PUBLICATION ABSTRACT]
ISSN:1499-691X