Research on Consumer Perception on the Marketability of Chinese Electronic Products in Ghana

摘要

The main objective of this paper is to find out the perception of consumers about Chinese electronic products in Ghana. Using a questionnairebased approach,a survey was conducted among the consumers in Ghana. By using the marketing mix 4Ps, namely Products,Price,Promotion and Place the result of the analysis of 184 respondents indicates that,Chinese electronic product are of low quality but with affordable price. It also indicated that, promotion of these products is low but their availability is very high in the Ghanaian market The analysis also indicated that,most consumers purchase Chinese electronic products even though they perceived them to be of low quality. This research would also help all the business people in Ghana who are dealing in Chinese electronic products and indeed Chinese products in general to gain an insight into the market and foresee the prospects of their businesses and identify the areas of interventions for sustaining their competitive advantage. It will also help the Chinese investors and business men to understand the Ghanaian market better as far as their products are concerned and even help them reposition themselves and procure products that are in line with the expectations of the people if they are to remain profitable.