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JOURNAL OF APPLIED BUSINESS AND ECONOMICS

Ethnocentrism and Purchase Decisions among Ghanaian Consumers

Author(s): Edwin Clifford Mensah, Victor Bahhouth, Christopher Ziemnowicz

Citation: Edwin Clifford Mensah, Victor Bahhouth, Christopher Ziemnowicz, (2011) "Ethnocentrism and Purchase Decisions among Ghanaian Consumers," Journal of Applied Business and Economics, Vol. 12, Iss. 4, pp. 20 - 28

Article Type: Research paper

Publisher: North American Business Press

Abstract:

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.