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

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. It’s 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.

15. THANK YOU