Title of article :
The preference gap: Ghanaian consumersʹ attitudes toward local and imported products
Author/Authors :
Robert A. Opoku، نويسنده , , Patrick A. K. Akorli، نويسنده ,
Issue Information :
روزنامه با شماره پیاپی سال 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 ʹMade in Ghanaʹ label in low regard relative to foreign labels, whilst superior quality and consumer taste are the 2 most important reasons for the Ghanaian consumersʹ 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 , Ghana , Consumer attitudes , Developing countries
Journal title :
African Journal of Business Management
Journal title :
African Journal of Business Management