Abstract
The main purpose of this research study is to explore perceived risk influence on brand made in Ghana consumer decision making towards non-perishable products category. The study is particularly positioned to advance knowledge in the theories of buyer behaviour pertaining to the purchase consumer decision model (EKB model – Engel, Kollet, Blackwell). The key variables investigated include performance risk, financial risk, physical risk, and social risk. A sample of 206 respondents was employed using convenient selection method. A self-completed 5 point Likert structured questionnaire survey was the data collection instrument used. The data collected were computed and analysed by linear regression to determine significant influence of the variables involved in this study. Overall results of the perceived risk variables showed that only performance risk was found significant influence on brand made in Ghana consumer decision making towards non-perishable products category. Among the variables that are rejected with no significant influence on brand made in Ghana decisions includes financial risk, physical risk, and social risk. It is recommended that manufacturers and policy makers develop more pragmatic and practical integrated approach supported by policy document in order to sensitise minds of consumers towards brand made in Ghana.
Highlights
A lot of effort towards marketing campaign through traditional and modern media for attitudinal change is being carried out by several stakeholders such as government, marketing and sales practitioners, opinion leaders, as well as business owners to affect consumers in Ghana to select brand made in their home country (Abissath, 2015)
What is significant influence of the performance risk on brand made in Ghana consumer decision making towards non-perishable products category?
What is significant influence of the financial risk on brand made in Ghana consumer decision making towards non-perishable products category?
Summary
A lot of effort towards marketing campaign through traditional and modern media for attitudinal change is being carried out by several stakeholders such as government, marketing and sales practitioners, opinion leaders, as well as business owners to affect consumers in Ghana to select brand made in their home country (Abissath, 2015). Among non-perishable products made in Ghana range from shoes, sandals (leather / rubber), textile, drugs, electrical gadgets, raw rice, shirts, and so on (Opoku & Akorli, 2009). These consumers preferably select similar items from another part of the market – products from foreign countries. The buying of foreign brands is on the rise (Abissath, 2015), and the Ghanaian market is purely controlled by consumers as a societal market (Agyenim-Boateng, Benson-Armer, & Russo, 2015)
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