The preference gap: Ghanaian consumers' attitudes toward local and imported products

This study was undertaken to examine empirically consumer attitudes towards local and imported products in a developing country market. A survey was conducted to elicit responses from a cross section of the Ghanaian community. The country of origin image in this study was measured following the Roth and Romeo approach. The results of this study suggest that country of origin is more important than price and other product attributes, the Ghanaian consumer holds the 'Made in Ghana' label in low regard relative to foreign labels, whilst superior quality and consumer taste are the 2 most important reasons for the Ghanaian consumers' preference for foreign products. Limitations of the study are presented and suggestions for future research on country of origin effect and the consumer in developing countries are also discussed.