Marketing Research Papers/Topics

Consumer Perceived Risk And Online Shopping In Ghana: The Moderating Role Of Electronic-Word Of Mouth

ABSTRACT Despite increase in technology and convenience associated with online shopping, the progress of acceptance has been very slow in Ghana. There is a theoretical argument that the perceived fear people associate to technological innovations serves as a barrier for it acceptance. However, in Ghana, perceived fear and online shopping adoption been under researched. The current study examined how different dimensions of consumer perceived risk influence online shopping behaviours in Ghana....

Public Relations Practices: A Study of Selected Private Universities in Ghana

ABSTRACT  The aim of this research was to understand public relations practices within the context of private universities in Ghana. The objectives of the study were to investigate public relations practices in private universities, to identify public relations tools utilized by public relations in private universities, to identify if public relations in private universities have succeeded in building a good corporate image and finally, to identify the challenges faced by public relations un...

Customer Social Media Brand Engagement, Word Of Mouth And Purchase Intention: The Moderating Role Of Trust

ABSTRACT The study examined the effect of customer social media brand engagement on word of mouth and purchase intention as well as explored the moderating effect of brand trust in such a relationship. The study employed an explanatory design using quantitative research approach to explain the cause and effect of the dimensions of customer social media brand engagement on word of mouth and purchase intention. Self-administered questionnaires and online survey tool, Google forms, were employed...

Brand Quality Perceptions And Preferences In The Telecoms Industry In Ghana: Insights From Mtn, Vodafone And Tigo

ABSTRACT Brands are a symbolic means of quality, and perceived quality of strong brands adds value to consumers’ purchase evaluations. The focus of this study therefore is to determine some of the factors that influence customers’ perceptions of quality, and how these perceptions affect their brand preference within the telecoms sector of Ghana. In this study, perception of quality is analyzed from both industry and customer perspectives, using the following determinants; brand awareness,...

Innovation Among Small And Medium Scale Enterprises (Smes) In Ghana: Assessing The Constraining Factors.

ABSTRACT In recognition of the recent relevance of SMEs and innovation, which is as a result of their potential to contribute substantially to economic growth and development, academics and practitioners have focused attention on these subject matters. In a similar vein, the current study seeks to investigate innovation among SMEs in Ghana and has focused on assessing the constraints of innovation. In view of this, the current study seeks to identify the internal and external factors that con...

Exploring Customer Retail Preferences In The Proposed Kotoka International Airport Terminal 3

ABSTRACT This research focuses on the study of customer retail preferences at the Kotoka International Airport terminal three. Many studies have in the air transport industry, focused on the aeronautical (the aircraft or aerospace) part of the airport, with specific attention to the airport environment and the overall quality at the airport. Despite the academic contributions made however, the airport retail shops have over the years seen little or no improvements and have little or no meanin...

Firm Level Communication And Customer Perception Of Service Quality In The Hotel Industry In Ghana

ABSTRACT The world has become a global village and more and more firms are now competing for the attention and action of the same customer. This exposes the customer to hundreds of promotions a day. To survive and grow in this hostile business environment, firms attempt to capture the attention of potential customers through their marketing communication efforts. Service firms use a variety of promotional tools including servicescapes to reach potential consumers. As a result of the variety ...

The Health Belief Model in Social Marketing in Interventions on Hepatitis B Preventive Behavior in Ghana

ABSTRACT Despite the availability of Hepatitis B virus (HBV) preventive vaccine, HBV still remains a major health threat in Ghana as evidenced by data from the Ghana Health Service. Even though efforts have been made to reduce this health menace, the focus has been on awareness creation, need for policy, screening intentions and prevalence of the disease without considering the behavioural factors influencing the spread of the disease. This study sought to examine how the Health Belief Model...

Brand Avoidance: An Insight From Ghanaian Service Consumers

ABSTRACT Nowadays, supply exceeds demand rendering consumers the opportunity to select, buy and consume brands that equals their personalities. Owing to the fact that several offerings are available in the market, consumers tend to reject some brands. Whereas most prevailing studies are geared towards building robust consumer-brand relationships and nurturing brand loyalty, the area of brand avoidance has received little attention. Furthermore, it is argued that brand emotions act as mediator...

Entrepreneurial Disposition And Culture: A Case Of Graduates Of Accra Polytechnic

ABSTRACT It is true that globally unemployment in general and graduate unemployment in particular is scaling, most especially in developing economies such as Ghana. Entrepreneurship has been seen as one of the means to solving this unemployment menace. However, culture has been identified as one of the major factors that influence the entrepreneurial intent of people. This study therefore, sets out to gauge the impact of Ghanaian culture on the entrepreneurial disposition of Higher National D...

The Moderating Role Of Involvement On Customer Engagement And Loyalty In The Ghanaian Telecommunication Industry

ABSTRACT This study examines the moderating role of involvement on the relationship that exists between the dimensions of customer engagement and loyalty. Explanatory research design is used to establish the relationship between behavioural, cognitive and emotional dimensions of engagement and the loyalty of customers in the telecommunication industry, by way of the social exchange theory. The study employs a self-administered questionnaire to survey 305 mobile network subscribers. Covariance...

Marketing Practices And Business Performance Of Small Scale Food Processing Firms In Ghana

ABSTRACT Small scale businesses are on the growing trend as these businesses can be found at almost every sector of any economy globally due to its important contribution to national development. The SMEs contributes massively and large percentage to nation‘s Gross Domestic Product (GDP) in ensuring growth, employment and income stability of most countries in Africa and the rest of the world. This research is basically concerned with the extent of marketing practices (i.e. market research, ...

Social Media Advertising And Consumer Decision Making In The Fashion Industry

ABSTRACT Social media advertising is a powerful tool in contemporary times. The study sought to explore the effectiveness of firms’ social media advertising of fashion brands on consumer decision making with the mediating effect of consumer engagement in Ghana. Three constructs in assessing the effectiveness of firms’ social media advertising which included emotional appeal, informativeness and advertising creativity were used. There were two objectives of the study. The first objective w...

Customers’ Perception Of Rebranding And Bank Preference. A Case Of Gcb Bank

ABSTRACT This study investigated how customers’ perception of the rebranding exercise by the largest bank in Ghana with focus on selected rebranded elements and its influence on their bank preference. The perception of potential customers of the rebranded elements was ascertained using three of the selection criteria (memorability, meaningfulness and likeability) for brand elements as opined by Keller (2003). The selected brand elements in the context of this study included; name, slogan a...

Culture And Women Entrepreneurship: A Case Study Of Nabdam District

ABSTRACT The purpose of this study was to explore the role of culture in shaping the entrepreneurial behaviour of women. It is believed that the disparities in the levels of entrepreneurship across countries may be caused by differences in culture. However, it appears women entrepreneurship is more responsive to cultural norms and values than male entrepreneurship. In Sub-Saharan Africa especially, most countries have strong cultural practices that traditionally impose restrictions on women ...


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