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Assessing trends in consumer behavior and it's implications for marketers.

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Cultural changes in Ghana have implications for marketers. Ten key changes identified are: 1) Increased technology usage provides opportunities for digital marketing but too much info can overwhelm consumers. 2) Women's empowerment means women have more purchasing power and different appeals are needed. 3) Sexual appeals are more common but must be handled tactfully. 4) Broadened knowledge means consumers research more so demonstrations and reviews are important. 5) Globalization allows international marketing but requires understanding other cultures. 6) Health consciousness grows fitness and cosmetic industries. 7) Fashion has become more liberal. 8) Security concerns create opportunities in security products. 9) Environmental awareness favors green products. 10) Marriage ceremonies have become more elaborate, creating

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TEN CULTURAL CHANGES IN GHANA AND ITS IMPLICATION FOR MARKETERS.
INTRODUCTION Culture, simply put, is a way of life of a group of people; the behaviours, beliefs, values and symbols that they accept, generally without thinking about them, and that are passed along by communication from one generation to the next. Culture is, in the words of Edward Burnett Tylor, that complex whole which includes knowledge, belief, art, morals, law, custom and any other capabilities and habits acquired by man as a member of society.
Impact of Culture on Marketing Consumers perceive products and services by translating its relevance through their various cultures. In other words culture affects how they think, believe and act with regards to a particular product or service. It is therefore imperative that marketers take into consideration the various cultures and how consumers will evaluate the products or service based on this. In doing this, marketers will examine the needs and carve a comprehensive framework in developing appropriate advertising appeals. This will enable product positioning and repositioning. Marketers will also focus on larger segments with regards to similar cultural trends.
THE TEN IDENTIFIED CULTURAL CHANGES TECHNOLOGY WOMEN EMPOWERMENT SEXUAL APPEAL BROADENED KNOWLEDGE GLOBALISATION PEOPLE ARE BECOMING MORE HEALTH CONSCIOUS DRESSING AND GENERAL APPEARANCE THE GROWING NEED FOR STRENGTHENED SECURITY INCREASED AWARENESS OF GOING GREEN MARRIAGE
TECHNOLOGY With the aid of technology, consumers are now privy to instant information. With likes of phones, tablets and computers and by just a click, they are able to gather as much information they may need about a product in real time. This implies that marketers now can rely on technology to communicate with consumers effectively. A such, much information about goods and services should be made available for the consumer to be able to make a sound decision. But again, marketers should not overload this information, lest they discourage the consumer. A proper balance is needed to effectively make marketing communication decision.
WOMEN EMPOWERMENT Earlier, with the exception of house chores, men were fully responsible for almost everything with regards to funding. But today the situation has taken a different turn. Women are empowered to participate fully in economic life across board. This means that now women are working hard and some are even earning more than the men which also implies that women may be contributing more themselves. In short, women have higher purchasing power of recent times than in the past. In view of the above it is in the right direction for marketers to carefully have women in mind as well when marketing products and services. Women are crafted differently; the kind of cues (e.g. aesthetics) that may appeal to the motives of a man will be different from that of a woman. This implies that marketers, depending on what they are marketing should have a balance of appeal accordingly.
SEXUAL APPEAL Sex sells! We have become bolder in advertising sex. Its becoming the norm to see sex being advertised in the media, a typical example is the new fiesta condom advert which openly educates people on different ways to enjoy sexual acts while advising on the need for protection. In the past, explicitly advertising sex was frowned upon, a typical example was the confidence between your legs advert which was immediately taken off after a lot of backlash from the general public. Marketers should be tactful with regards to issues of sex as much as possible and maintain a neutral ground though it sells, so as to not to offend any group. In advertising especially, the use of cues should be properly done so that no party would feel victimized and eventually stimulate positive motivation.
BROADEND KNOWLEDGE The quest for higher levels of education has increased over the years. People further their education beyond the diploma and first degrees as was common some years back. This means that the general public is becoming more learned and advanced in evaluating products and services. More and more consumers are taking time to research the various products and services before making a decision to purchase. These decisions include the perceived risks( i.e. the uncertainty a consumer faces about the consequence of the purchase of the product or service). The consumers assess the financial, psychological and social risks, which are all linked to their cultures, before making a decision to purchase. Marketers therefore, will need to make use of techniques that considers consumers vicarious learning and target them to observe the product or service by exhibiting how it will satisfy their needs. Advertising that demonstrates positive results and testimonials from existing clients among others.
GLOBALIZATION This can be defined simply as the ongoing process of linking people across cities, regions and countries thereby achieving economic integration between these countries. Cultures have evolved and the need for globalization to obtain mutual benefit of the people of the various cities, regions and countries has become rampant. Likewise, products and services are no longer marketed within a particular country alone. They are marketed in the sub regions and the international markets. Citing an example is the Kasapreko brand which originates in Ghana and is also positioned beyond the international market. Marketers can make use of the acculturation principle. This is the learning of new and foreign cultures. This will enable marketers, who are interested, sell in the international market. They will need to study the specific cultures of the target market to know whether the product or service will be accepted and how to communicate in persuading the selected international target market.
PEOPLE ARE BECOMING MORE HEALTH CONSCIOUS In past times, several cultures believed being plump and overweight as a sign of good living and beauty. However, the awareness of healthy eating as well as being more health conscious has grown amongst the youth and elderly. This is evident as more and more people are enrolling in gyms and employing personal trainers. On the streets, it has become a common sight to view individuals of different cultures jogging long distances. Other consumers spend huge sums of money on cosmetic products and sometimes cosmetic surgeries and procedures. Marketers will therefore need to be able to demonstrate that the product or service will have positive health benefits to the consumer.
DRESSING AND GENERAL APPEARANCE Cultures across the world view dressing and general appearance of individuals differently. Ghanaian cultures are no exception. Ghanaians generally are conservative with regards to dressing and appearance. However, over the years, people have become more liberal in following Western fashion trends. The cosmetic industry has also boomed from the change in trends as more consumers are conforming to foreign trends with makeover products for face and body. The impact on marketing therefore is the need for more creative designs and advertisement that will appeal to the changing tastes of cultures from the more conservative to the liberal.
THE GROWING NEED FOR STRENGTHENED SECURITY Gone are the days where everyone in Ghana was their neighbours' keeper. Houses for instance, in the past in the Ghanaian culture were built open and without any walls. There is no more interaction with households in neighbourhoods. Of recent times, houses are built with high walls as well as other security gadgets such as cameras, electrified barbed wires, sensors and employing professional security guards among others. Marketers can capitalize on this by proving how secure their services or products will be to the general public.
INCREASED AWARENESS OF GOING GREEN The term "Going green" means to pursue knowledge and practices that can lead to more environmentally friendly and ecologically responsible decisions and lifestyles, which can help protect the environment and sustain its natural resources for current and future generations. Some of the benefits of going green include savings on energy costs, improved health, clean environment and air. In the past, Ghanaians were nonchalant about environmental issues. Of recent times however, there is more and more awareness on the benefits of practicing environmentally friendly practices for the benefit of all, now and the generations to come. In Ghana the Environmental Protection Agency ensures measures are put in place to ensure the environment is maintained in its natural state. This is gradually being incorporated into the various cultures. Consequently, people are looking for products that are organic and green for both personal benefits and the environment at large. Marketers should capitalize on this trend to deliver organic and eco-friendly solutions to customers who form part of the target market.
MARRIAGE In the past, an engagement was a recognized ceremony of marriage, current trends however depict that a traditional engagement without a church wedding is not somewhat not recognized. This has created a thriving wedding services industry from event planners, wedding masters of ceremony, photographers as well caterers. People are moving towards more sophisticated and plush ways of performing marriage ceremonies. Marketers should think of bundling services for consumers such that there will be a one stop shop for people who want to be catered for.
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Assessing trends in consumer behavior and it's implications for marketers.

  • 1. TEN CULTURAL CHANGES IN GHANA AND ITS IMPLICATION FOR MARKETERS.
  • 2. INTRODUCTION Culture, simply put, is a way of life of a group of people; the behaviours, beliefs, values and symbols that they accept, generally without thinking about them, and that are passed along by communication from one generation to the next. Culture is, in the words of Edward Burnett Tylor, that complex whole which includes knowledge, belief, art, morals, law, custom and any other capabilities and habits acquired by man as a member of society.
  • 3. Impact of Culture on Marketing Consumers perceive products and services by translating its relevance through their various cultures. In other words culture affects how they think, believe and act with regards to a particular product or service. It is therefore imperative that marketers take into consideration the various cultures and how consumers will evaluate the products or service based on this. In doing this, marketers will examine the needs and carve a comprehensive framework in developing appropriate advertising appeals. This will enable product positioning and repositioning. Marketers will also focus on larger segments with regards to similar cultural trends.
  • 4. THE TEN IDENTIFIED CULTURAL CHANGES TECHNOLOGY WOMEN EMPOWERMENT SEXUAL APPEAL BROADENED KNOWLEDGE GLOBALISATION PEOPLE ARE BECOMING MORE HEALTH CONSCIOUS DRESSING AND GENERAL APPEARANCE THE GROWING NEED FOR STRENGTHENED SECURITY INCREASED AWARENESS OF GOING GREEN MARRIAGE
  • 5. TECHNOLOGY With the aid of technology, consumers are now privy to instant information. With likes of phones, tablets and computers and by just a click, they are able to gather as much information they may need about a product in real time. This implies that marketers now can rely on technology to communicate with consumers effectively. A such, much information about goods and services should be made available for the consumer to be able to make a sound decision. But again, marketers should not overload this information, lest they discourage the consumer. A proper balance is needed to effectively make marketing communication decision.
  • 6. WOMEN EMPOWERMENT Earlier, with the exception of house chores, men were fully responsible for almost everything with regards to funding. But today the situation has taken a different turn. Women are empowered to participate fully in economic life across board. This means that now women are working hard and some are even earning more than the men which also implies that women may be contributing more themselves. In short, women have higher purchasing power of recent times than in the past. In view of the above it is in the right direction for marketers to carefully have women in mind as well when marketing products and services. Women are crafted differently; the kind of cues (e.g. aesthetics) that may appeal to the motives of a man will be different from that of a woman. This implies that marketers, depending on what they are marketing should have a balance of appeal accordingly.
  • 7. SEXUAL APPEAL Sex sells! We have become bolder in advertising sex. Its becoming the norm to see sex being advertised in the media, a typical example is the new fiesta condom advert which openly educates people on different ways to enjoy sexual acts while advising on the need for protection. In the past, explicitly advertising sex was frowned upon, a typical example was the confidence between your legs advert which was immediately taken off after a lot of backlash from the general public. Marketers should be tactful with regards to issues of sex as much as possible and maintain a neutral ground though it sells, so as to not to offend any group. In advertising especially, the use of cues should be properly done so that no party would feel victimized and eventually stimulate positive motivation.
  • 8. BROADEND KNOWLEDGE The quest for higher levels of education has increased over the years. People further their education beyond the diploma and first degrees as was common some years back. This means that the general public is becoming more learned and advanced in evaluating products and services. More and more consumers are taking time to research the various products and services before making a decision to purchase. These decisions include the perceived risks( i.e. the uncertainty a consumer faces about the consequence of the purchase of the product or service). The consumers assess the financial, psychological and social risks, which are all linked to their cultures, before making a decision to purchase. Marketers therefore, will need to make use of techniques that considers consumers vicarious learning and target them to observe the product or service by exhibiting how it will satisfy their needs. Advertising that demonstrates positive results and testimonials from existing clients among others.
  • 9. GLOBALIZATION This can be defined simply as the ongoing process of linking people across cities, regions and countries thereby achieving economic integration between these countries. Cultures have evolved and the need for globalization to obtain mutual benefit of the people of the various cities, regions and countries has become rampant. Likewise, products and services are no longer marketed within a particular country alone. They are marketed in the sub regions and the international markets. Citing an example is the Kasapreko brand which originates in Ghana and is also positioned beyond the international market. Marketers can make use of the acculturation principle. This is the learning of new and foreign cultures. This will enable marketers, who are interested, sell in the international market. They will need to study the specific cultures of the target market to know whether the product or service will be accepted and how to communicate in persuading the selected international target market.
  • 10. PEOPLE ARE BECOMING MORE HEALTH CONSCIOUS In past times, several cultures believed being plump and overweight as a sign of good living and beauty. However, the awareness of healthy eating as well as being more health conscious has grown amongst the youth and elderly. This is evident as more and more people are enrolling in gyms and employing personal trainers. On the streets, it has become a common sight to view individuals of different cultures jogging long distances. Other consumers spend huge sums of money on cosmetic products and sometimes cosmetic surgeries and procedures. Marketers will therefore need to be able to demonstrate that the product or service will have positive health benefits to the consumer.
  • 11. DRESSING AND GENERAL APPEARANCE Cultures across the world view dressing and general appearance of individuals differently. Ghanaian cultures are no exception. Ghanaians generally are conservative with regards to dressing and appearance. However, over the years, people have become more liberal in following Western fashion trends. The cosmetic industry has also boomed from the change in trends as more consumers are conforming to foreign trends with makeover products for face and body. The impact on marketing therefore is the need for more creative designs and advertisement that will appeal to the changing tastes of cultures from the more conservative to the liberal.
  • 12. THE GROWING NEED FOR STRENGTHENED SECURITY Gone are the days where everyone in Ghana was their neighbours' keeper. Houses for instance, in the past in the Ghanaian culture were built open and without any walls. There is no more interaction with households in neighbourhoods. Of recent times, houses are built with high walls as well as other security gadgets such as cameras, electrified barbed wires, sensors and employing professional security guards among others. Marketers can capitalize on this by proving how secure their services or products will be to the general public.
  • 13. INCREASED AWARENESS OF GOING GREEN The term "Going green" means to pursue knowledge and practices that can lead to more environmentally friendly and ecologically responsible decisions and lifestyles, which can help protect the environment and sustain its natural resources for current and future generations. Some of the benefits of going green include savings on energy costs, improved health, clean environment and air. In the past, Ghanaians were nonchalant about environmental issues. Of recent times however, there is more and more awareness on the benefits of practicing environmentally friendly practices for the benefit of all, now and the generations to come. In Ghana the Environmental Protection Agency ensures measures are put in place to ensure the environment is maintained in its natural state. This is gradually being incorporated into the various cultures. Consequently, people are looking for products that are organic and green for both personal benefits and the environment at large. Marketers should capitalize on this trend to deliver organic and eco-friendly solutions to customers who form part of the target market.
  • 14. MARRIAGE In the past, an engagement was a recognized ceremony of marriage, current trends however depict that a traditional engagement without a church wedding is not somewhat not recognized. This has created a thriving wedding services industry from event planners, wedding masters of ceremony, photographers as well caterers. People are moving towards more sophisticated and plush ways of performing marriage ceremonies. Marketers should think of bundling services for consumers such that there will be a one stop shop for people who want to be catered for.