“
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GROUP MEMBERS
1.ALBERTA GBEDZIE
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10971841
2. MARTINA OSEI
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10987936
3.ERNEST GYIMAH
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10962635
4.JOSEPH ABABIO
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10959649
5. NYARKO KWESI BAWUAH
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10984921
6.KORBA MICHAEL
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10980768
7.MANASSEH APPIAH
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10977172
8.JESSICA ALEGEWE
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10938424
9.THEOPHILUS OSCAR TETTEH
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10941078
CONTENTS
INTRODUCTION TO CULTURE AND CULTURAL CHANGE…………………………………….
CULTURE AND BUSINESS……………………………………………………………………………………
IMPACT OF CULTURE IN MARKETING………………………………………………………………..
REFERENCES…………………………………………………………………………………………………….
INTRODUCTION TO CULTURE AND CULTURAL
CHANGE
❑"Culture, taken in its broad, ethnographic sense, is that
complex whole which includes knowledge, belief, art,
morals, law, custom, and any other capabilities and habits
acquired by a person as a member of society." (Tylor, 1958)
❑Culture simply refers to a reflected perceptions people have
on social and business interactions.
CULTURAL CHANGE
This where the underlying value framework that guides an
individual behavior changes as a result of the constant
changes in the environment hence making culture to be
dynamic.
This Photo by Unknown author is licensed under CC BY-NC-ND.
CULTURE AND BUSINESS
Marketing refers to the process of identifying customers needs
through communication and satisfying customer needs by
producing and delivering the product or service value profitably.
As a result of this cultural differences among countries, it affects
the marketing patterns and consumer demand of a particular
product or service.
CONT.
For example, a few things that are acceptable in Germany may not be
acceptable in the US market. The kind of fashion loved in US may not be as
acceptable in middle east. These cultural differences can affect business
performance.
❑Culture is therefore the “silent language” in business.
➢Relationship with time, space and energy
➢High and low context cultures
➢Body language
CULTURAL CHANGES TAKING PLACE
IN GHANA AND THEIR IMPLICATIONS
ON MARKETING
Rapid changes in culture affects marketing. Some cultural changes and
their implication on marketing includes:
❑Increase in urbanization and migration
❑Digitalization
❑Entertainment
❑Fashion resurgence
❑Increase in awareness and concern for environmental and social issues
❑Gender equality
❑Cultural Fusion
❑Religious influence
❑Increased use of social media and mobile technology
❑Changing family structures
CONT.
INCREASE IN URBANIZATION AND MIGRATION
The rapid urbanization in Ghana has led to
changing consumption patterns, and as a
result of this marketers are focusing on urban
areas offer products and services tailored to
the
needs
consumers,
and
by
preferences
potentially
of
urban
emphasizing
convenience and modernity in their products
or services.
DIGITALIZATION
The rapid growth of internet usage in
Ghana has made Ghanaians to become
more connected in sharing of information
about a product or service. This has made
marketers to focus on online advertising,
social media engagement, and e-commerce
platforms to reach a wider audience.
ENTERTAINMENT
Music as an element of culture is
gaining international recognition. As a
result
of
this,
marketers
are
collaborating with popular Ghanaian
artists and actors in advertising of
a
product or service in order to reach
wider market.
FASHION RESURGENCE
By way of culture, traditional Ghanaian clothing
and fashion are experiencing a resurgence in
popularity and as a result of this, marketers are
coerced to incorporate elements of traditional
fashion into marketing campaigns to resonates
with
consumers
inspired products.
who
appreciate
heritage
INCREASE IN AWARENESS AND CONCERN
FOR ENVIRONMENTAL AND SOCIAL ISSUES.
Ghana
is
increasingly
environmentally
conscious. Marketing eco-friendly products
and emphasizing sustainability and corporate
responsibility
can
attract
consumers
prioritizing environmental values, offering a
compelling selling point for brands.
GENDER EQUALITY
Ghana, like many countries, is advancing
in genders equality. Marketing should
avoid stereotypes and promotes products
empowering both genders appealing to a
broader progressive audience.
CULTURAL FUSION
This simply refers to the merging of
different
celebrating
campaigns
cultures.
diversity
and
Marketers
in
create
are
marketing
products
that
embrace cultural fusion to connect with a
culturally diverse audience.
RELIGIOUS DIVERSITY
Diverse
religious
festivals have a
practices
and
great impact on
marketing. This has made marketers
in trying to understand and respect
different religious practices and
festivals in marketing materials to
appeal to a diverse consumer base.
INCREASED USE OF SOCIAL MEDIA AND
MOBILE TECHNOLOGY
Ghana’s thriving mobile and internet usage is a
prime marketing opportunity. Investments in
online advertising on social media and e-
commerce platforms are essential and helps
marketers reach a wider range of people.
CHANGING FAMILY STRUCTURES
Ghana is experiencing shift from the
extended to nuclear family structures due to
urbanization
impacting
and
western
demands
for
influences,
convenience
products and childcare. This changes also
affects support and family planning policies.
CONCLUSION
Incorporating these cultural into marking strategies is vital for staying
relevant and appealing to the evolving values and preferences of the
Ghanaian market. Understanding the cultural landscape and being
adaptable in marketing approaches allows brands to connect with their
audience on a deeper level and build stronger and more lasting
relationships with consumers.
REFERENCES
Aaker, J.L & Maheswarn, D. (1997). The effect of cultural orientation on persuasion. Journal of
Consumer Research, 24(3), 315-328.
Alden, Dana L., Hoyer, Wayne D., & Lee, Chol. (1953). Identifying global and culture specific
dimensions of humor. Journal of Marketing, 57(2), 64.
Taylor, E. (1958). “Primitive Culture”