Many factors have been identified to influence the buying decisions of consumers worldwide. It must however be noted that certain factors are more pronounced (have greater effect) in some parts of the world than others. For this reason, businesses cannot and should not wholly lift these reasons and expect them to be fully applicable in every part of the world.
For instance, Africa’s consumers have unique concerns that may not be present in other populations outside the continent.
In a Nielsen survey, “high to mid-income consumer segments like Progressive Affluents (8%), Trendy Aspirants (20%) and Balances Seniors (16%) make up 44 percent of Ghanaian respondents. These respondents are amongst the 60 percent of Ghana’s head of households surveyed who have completed their education up to secondary school and beyond and earn their living either by working in white-collar jobs or as skilled/semi-skilled laborers.
These three consumer segments drive consumption of most value-added consumer packaged goods such as non alcoholic malted drinks, packaged fruit juices, energy drinks and yogurt. While TV, radio and mobile phones have near universal penetration, print and Internet are popular only amongst Progressive Affluents, Trendy Aspirants and Evolving Juniors.”
The report continued to say
Consumer packaged goods categories account for 41 percent of total monthly household expenditure. All consumer packaged goods categories are chiefly bought from traditional trade channels, while only 11 percent of respondents use supermarkets or hypermarkets as their primary channel for groceries. High to mid-income consumer segments like Progressive Affluents, Trendy Aspirants and Balanced Seniors drive consumption of discretionary products such as non alcoholic malted drinks, packaged fruit juices and yogurt. Trendy aspirants exhibit high interest to try beverages, snacks and dairy products. The low income Struggling Traditionals segment however maintains high interest to try products across a variety of categories.
Affordability and trust are the two main purchase criterions of Ghanaian consumers. Compared to respondents in other African countries, Ghanaian consumers express a higher preference to buy brands that are advertised, available on promotion, possess attractive packaging and come in both small and bulk pack sizes.
To have full access to the Nielsen report, click here.
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