Arts, Social Sciences and Humanities

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A business feasibility study for Equilibrium Partners: Accessing market entry into selected tertiary institutions in Accra for the development of a 500-600 student rental housing unit
(2021-05) Owusu-Acheaw, Samuel Safo
Given the inverse relationship between Ghanaian annual tertiary admission rates and current tertiary student rental housing, Equilibrium Partners Limited, a leading real estate developer, is looking to develop a 500 – 600 tertiary student rental housing unit for seven selected universities in the Greater Accra Region, namely, Ghana Institute of Management & Public Administration, University of Ghana – Legon, University of Professional Studies, Radford, Lancaster, Knustford and Webster University. With the stated market opportunity, the problem, however, is readily available data on the tertiary student rental housing market, integral in assisting Equilibrium Partners Limited assess the demand and profitability of the tertiary student rental housing market. Thus, the research aims to conduct a business feasibility study on selected tertiary institutions to provide Equilibrium with data-driven market & financial intelligence, which will assist the firm in making an informed decision on market entry. The research scope focused on metrics like the available student housing within selected universities, size of the unmet demand from students, current market price point and the financial feasibility of Equilibrium's prospective development. In conducting the study, students & university officials (in charge of housing) of the selected institutions and private-owned hostel managers were representative of data sources. With a 500-sample size, the research methodology utilized was mixed methods. Given the qualitative and quantitative construct of the study, the mixed method approach allowed for tools like questionnaires and interviews to extract discrete and descriptive data from identified data sources to gain perspectives on the tertiary student rental housing market. Key insights indicated that while demand was high, given the market's low willingness to pay, it was financially unfeasible for Equilibrium to make market entry.
A marketing plan for Graceful Gardens Events Center
(2020) Mills, Naa Lamiley Adjoa Yaba
Graceful Gardens Event Center is a garden event center in Tema, run and owned by a sole proprietress, Ms. Esther Adjei. Graceful Gardens offers its garden space to clients throughout Tema and beyond, for social and recreational events. Ms. Adjei has been running the center for five years and desires to grow her business by generating additional revenue, promoting her business and increasing her client base. This project, with the aid of a need’s assessment, validated the stated problem and the data indicated that Ms. Adjei possessed, but failed to properly utilize the skill and resources necessary to merit an increase in her revenue and client base. Thus, this project devises a solution for Ms. Adjei to effectively optimize her skill and resources to generate increased revenue and a larger client base. Available literature revealed marketing frameworks and models, as well as success factors that have been effective in solving similar problems in the industry. The findings aided in the development of a marketing plan, modeled by the service marketing mix framework whereby strategies for each of the 7 P’s under the framework were proposed to redesign product offerings as well as improve processes, pricing strategies and promotional efforts towards increasing revenue and client base. An implementation plan was included to serve as a guide on how best to use this solution to achieve optimal results. Some recommendations were made on financial planning and upscaling options available to Ms. Adjei that could be implemented to further achieve her goals and objectives.
A marketingplan for Built Accounting Services
(2020) Dentu, Claudia Esi
Built Accounting Services is a cloud accounting firm incorporated in November 2016 by Edward Neequaye as an extension of business and financial help service provided under a £4 million UK aided fund meant to enhance growth in new enterprises in Ghana and across Africa. Since then, the firm has evolved into a full-fledged accounting firm that seeks to help SMEs grow their finances. Over the years, even though there has been an explosion of SME’s in Ghana; Built Accounting Services is yet to capture the market and create a name for itself. A comprehensive needs assessment conducted identified that Built Accounting Services battles with the problems of small number of customers, low sales and low customer base. These challenges were revealed to be the direct result of limited promotional activities, inadequate training for marketing personnel, little customer trust and insufficient funds. Using the Ishikawa diagram and the 5Whys problem analysis tools to analyze the identified problems further revealed low funds and the neglect of the marketing function as the root cause of all the problems that Built Accounting Services face. The goal of this project is to create awareness about Built Accounting Services and increase its customer base by mitigating the problems identified through relevant plans and strategies. The literature reviewed disclosed that the marketing mix framework has long been recognised as one of the most successful marketing frameworks even though most accounting firms are far from adopting this market-driven orientation evident in the marketing mix (Morgan, 1990). This project proposes various recommendations and solutions embedded in the 7P’s of the marketing mix framework and the balanced scorecard framework. The proposed solution focuses on promotional activities, people strategies, service improvement activities and other activities and strategies that would help solve the problems identified in the needs assessment.
A strategic plan to increase EMEX-PL’s client base
(2021-05) Sekyi, Manuella Efua
EMEX-PL Ghana Limited is a privately owned limited liability company that specializes in the sale of petrol and petroleum products to the public. Founded in 2017 by Mr. Jonathan Sekyi and Mr. Felix Dehye, the vision and goal of EMEX-PL is to grow and expand the company, as well as their overall market share in the market in the long run. EMEX-PL is currently working on expanding its retail filling stations and customer base. They however face the issue of the lack of a strong presence in the market, as a result of the current challenges and difficulties they face as a start-up oil company. The purpose of this project is to establish the problem faced by the company in achieving their set goals through research, and suggest solutions that would help EMEX-PL address this problem. EMEX-PL wishes to grow its customer base to achieve its long term goals of business expansion. The solution provided is tailored to engage active customer service strategies and marketing strategies that would attract EMEX-PL’s target customers, increase the chances of brand recognition of the company’s brand and develop a loyal customer base for EMEX-PL over time.
Achieving budget goals: An examination of planning, implementation and control issues in corporate Ghana
(2010-5) Nsiah, David
The issue of firm's inability to achieve their budget goals is a bit worrying. This leads to the question of whether the firms implement and control exactly what they plan. The study seeks to identify what exactly companies in Ghana take into consideration at the planning and implementation stages of their budgets and to also examine whether Ghanaian companies implement and control exactly what they have planned. Questionnaires were used to collect the necessary data for in this study. With the help of Statistical Package for Social Science (SPSS) Software the data were analyzed. Findings of the study show that companies in corporate Ghana consider a lot of factors before they come up with a budget plan. Furthermore the plan goes through thorough reviews before it is approved by those in authority. However most of them seem to have challenges in the implementation and controlling aspects of the budget. I therefore recommend that the sampled firms organize or undertake seminars and workshops on how budget plans can be coordinated to ensure that the plan is well controlled to help in a smooth implementation.
An adaptive household sampling method for rural African communities
(African Journal of Food, Agriculture, Nutrition and Development, 2017-03) Awuah, R; Douglass, R; Agyepong, S; Kuwornu, E
Investigators working in rural communities and small towns in Africa face many obstacles to obtaining a random and representative sample of households for their research. The civic infrastructure used as the building blocks of survey sampling in developed countries are mostly absent in rural Africa. The purpose of the study described in this paper was to pilot an innovative and cost-effective approach to household sampling designed to generate probability samples representative of the socio-economic diversity of the small town of Berekuso, in the Eastern Region of Ghana, without relying on existing census data, household registers, or a regular layout of roads and dwellings. Utilizing Google Earth images and a Graphical Information System (GIS) map of Berekuso, sampling units were defined as 15-degree wedge-shaped sectors radiating from the center of the original township. All households within randomly selected sectors were surveyed, and based on a household classification scheme, each household type was identified. Additional sectors were randomly selected and surveyed in sequence until no new household types were identified – a notion recognized by laboratory scientists as an‘end point’. The adaptive sampling strategy was cost and time effective: freely available versions of Google Earth and QGIS software were employed along with inexpensive handheld Global Positioning System (GPS) devices; a total of 57 households were surveyed by teams of two enumerators over three consecutive Sundays. The survey method yielded a probability sample that is representative of the socioeconomic diversity of Berekuso, and produced generalizable results for median household size, median age of residents, sources of potable water and toilet types, among others. For example, based on the results of the survey, a 95% confidence interval estimate of the proportion of residents of Berekuso under the age of 20 years is between 0.49 and 0.58. These figures are consistent with results of Ghana’s 2010 census which pegged the proportion of the population of the Eastern Region under the age of the 20 years at 0.49. The authors believe that the methodology described in this paper may be applicable to household research in many rural African villages and small towns where little civic infrastructure exists to create more traditional sampling frames.
Adopting the omni-channel model: Identifying and recommending methods of adoption to shoe and clothing retailers in the Accra Mall
(2019-04) Quarcoopome, Jean Nii Odarteye
[NB: No separate abstract available in document. The following is a brief summary] The objective of this study was to recommend methods by which shoe and clothing retailers in the Accra Mall in Ghana, can adopt the omni-channel model to boost sales and strengthen the customer experience, and to understand the barriers that these type of retailers face in integrating their current retail channels and formats.
African video movies and global desires: A Ghanaian history by Carmela Garritano (review)
(Society for Cinema and Media Studies: Project MUSE, 2015) Oduro-Frimpong, Joseph
One of the key defining features of most Ghanaian video movies is that they are embedded—either explicitly or implicitly—in Pentecostal Christian aesthetics. Fittingly, a major research perspective, situated at the juncture of religion and film (and pioneered by Birgit Meyer), elucidates how the movies draw on shared Pentecostal beliefs and practices to mediate themes on occult practices. In African Video Movies and Global Desires: A Ghanaian History, Garritano, motivated by her apt identification of the video movies’ “unrestrained and unruly heterogeneity” and their concomitant multiple narrative forms, examines a subject with which scholars have so far not explicitly engaged.2 This characteristic of the video movies as a “shifting and historically contingent discursive field marked by myriad ideologies, anxieties, discourses, and desires” enables the author to explore a historical narration of the Ghanaian movie industry through analyses of selected video movies.3 This [End Page 151] approach allows the author to show the connection between the economic circumstances that gave rise to the industry and the manifestation of these same conditions within the movies’ themes—centered on poverty, work, and gender—that the first generation of producers explored. Here, the author teases out the ways in which the movies normalize and refashion “dominant discourses of globalization, gender and sexuality, neoliberalism, and consumerism.”4 In the same breath, she also emphasizes the manner in which the innumerable number of movies made since the inception of the industry in the 1980s generates a certain ambivalence toward these same themes. The approach also enables the author to explore and elaborate on multiple visual texts and their “variations in aesthetics, narrative form, modes of spectator engagement [as well as] [their] anxieties, desires, subjectivities, and styles.”5 This discussion is in the introduction to the book. In this same section, Garritano presents the book’s thematic focus, offers a short historical overview of the initial negative critiques of video movies by African film and literature scholars, and addresses the global aspirations of the industry’s players when she adopts the term Ghallywood. Additionally, the introduction includes a succinct summary of the five chapters that make up the book. The introduction together with the conclusion provide the theoretical lens of contextual criticism that underpins this work and the historical approach that the author adopts to investigate the huge changes that have occurred in the Ghanaian video-movie industry.
An effective location strategy and design of goods and services strategy to improve customer satisfaction and market share for Dough Man Foods
(2020) Nyamuame, Nazaretha Mawuena
Dough Man Foods is a Ghanaian-owned food company that provides fresh, quality snacks. Established in 2016, Dough Man Foods is no longer a ‘start up’ and seeks to provide its customers with improved satisfaction. They also seek to increase their market share and be the market leaders in their industry. In this project, the researcher sought to find out how the company would be able to do this by adopting new operational strategies. Assessing the current state of the business was done through qualitative research by conducting semi-structured interviews with the Chief Executive Officer, Chief Operating Officer, surveys for customers and employees and online reviews. Through the research process, it was observed that the key areas of concern relate significantly to Dough Man Foods’ location and design of goods and services. Specifically, they were interested in siting a permanent production and sales location and modifying the design of their goods and services. The solution addresses the issues identified by proposing a partial operations management plan with the aim of improving customer satisfaction and increasing market share by focusing on location and product development.
An integrated referral program for Vera Causa Realty Limited
(2021-05) Obeng-Darko, Maame Afia Darkwaah
This dissertation is an applied project report on Vera Causa Realty Limited that follows the requirements of Ashesi University from Chapters one to five. Vera Causa Realty is a boutique real estate development company established by the Chief Executive Officer (C.E.O), Anita Adobea Keteku-Arkutu. The principal marketing method of the company is through referrals and recommendations. However, the company lacks a referral system to acquire potential clients and keep up with existing clientele. This report encompasses an internal and external factors analysis of Vera Causa Realty using the PESTLE model. Then, it validates the ineffectiveness of the current marketing strategies using Needs Assessment research. Qualitative research using semi-formal interviews, surveys, and observations are data collection tools employed to identify the preferred marketing system. The results of the study brought to light how much the firm relied on recommendations and referrals. The research also confirmed the lack of an easy-to-use referral system for their marketing. Through secondary research of academic sources, there was the identification that a referral program is needed to grow the business clientele. This growth will be possible through networks of its existing customers and social media influencers. The ripple effects of Relationship Marketing make it important for the solution. Using the six principles of the STEPPS model, Vera Causa Realty will increase sales through referrals by 45%, by incentivizing existing customers and using their employees as advocates. A Referral Program to tackle the marketing inconsistencies of Vera Causa Realty, increase sales, increase client acquisition and retention, and improve the firm's brand awareness is the objective of this applied project.
An interactive resource database platform for citizenship projects in Ashesi University
(2020) Ukpong-Johnson, Abasiama Gladys
Ashesi University is a globally recognized higher institution that operates in Ghana and is among West Africa’s top twenty universities. Its core values include scholarship, leadership, and citizenship. Hence, the university’s activities are centered on these three principles. The Ashesi community undertakes several dozens of citizenship projects per year but does not have an existing database containing information on the organizations the community has engaged with for these projects. Citizenship projects are characterized by service to external communities by students and staff of the university which include the service-learning projects undertaken by the Leadership IV class, civic engagement projects, and others by student clubs and organizations. The purpose of the study is to identify the gap in citizenship projects undertaken at the university to determine whether the university has a system for recording previous and current citizenship projects. To also determine whether there is a relationship between the amount of technical project management resources available to students for citizenship projects and the structure internal community members adopt as they engage the external communities on their projects. The final objective is to enable the creation of a fitting solution to the gap identified. Frameworks such as the Active Citizenship framework and the breakaway community engagement structure are explored to better understand the problem sphere. The final deliverable consists of a proposed technology-based solution and some recommendations to address the identified problem and improve the current situation on the management of information on citizenship projects for the university.
An Investigation into the Effect of Personal Selling on Livestock Farmers' Ability to Sell their Products in Ghana's Poultry Industry
(2022-05) Yirenkyi, Blankson Atiamo
In most communities where poultry products are not commonly consumed, those interested in poultry production must find a way to keep their hands out of hot water when it comes to sales and the cost of making sales. Regardless of the fact that there are a number of marketing strategies available, the marketing performance of some poultry products in our community must be strengthened by the implementation of other strategies in order to increase sales. To that purpose, poultry farmers must employ appropriate strategies to either increase or compensate for the costs of employing them. Poultry farmers will explore using personal selling to market their products as a result of these factors. Personal selling is claimed to be complex to maintain in some studies, but it has been found to be the most effective when it comes to attracting customers, especially when sales are low. This study, looked into how effective personal selling on livestock farmers’ ability is to sell their products in Ghana’s poultry industry. This research attempted to delve into the challenges that poultry farmers encounter while employing personal selling and other marketing strategies that the poultry farmers or industry use. It also looked at the steps involved in putting the personal selling strategy into practice for poultry farmers. The study employed the mixed method which is the combination of qualitative and quantitative analysis in order to obtain data from the poultry farmers and consumers. Personal selling is used by all of the farmers who were interviewed as part of their marketing efforts. Personal selling is used by 3 out of 10 people (30%) as their sole marketing strategy, while the remaining 7 employ both personal selling and advertising. The average frequency with which the farmers used the indicated marketing strategies was 8.1 for all farmers, but the average was 7.3 for farmers who solely used personal selling.
An investigation into the history and effectiveness of Ghana’s 1992 Constitution and its impact on Ghana’s past and future development aspirations
(2021-05) Kuipo, Boriche Lydia
This thesis seeks to explore the history of Ghana’s 1992 constitution by outlining Ghana’s constitutional history since independence. The study seeks to determine what the impact of this constitution has been on Ghana’s governance processes. It also wants to determine how Ghanaians can achieve better governance outcomes in spite of the shortcomings in the constitution that have been revealed by legal and economic scholars as well as political scientists or by modifying and amending the constitution for effectiveness. The research questions tackled in the thesis are: What is the history of Ghana’s current 1992 constitution? What has been the impact of this history on the quality of governance processes over time? What are the main weaknesses in Ghana’s 1992 constitution that subvert good governance and why do they persist? In what ways can Ghanaians as a body politic undermine these self-defeating aspects of the 1992 constitution to nurture good governance? The research employs a descriptive research design and uses secondary data on Ghana’s economy and governance spanning the years, 1980 to 2019 where data for those years is available. Qualitative data on the pitfalls of the constitution as it relates to governance was sourced from the Report of the Constitutional Review Commission. The research also relies on analysis of Ghana’s constitutional and governance history from various scholars. The principal finding is that the constitution directly impact governance in Ghana in several negative ways. These findings imply that there is the need to take seriously constitutional reform in Ghana. Key words: Governance, Constitution, Development, Governance Indicators
An investigation into the need for Government of Ghana intervention to shore up the struggling Ghanaian entertainment sector
(2021-05) Asamoah, Nana Akua Tiwaa
This study is about the entertainment industry of Ghana. It explored the history of the music and filmmaking sectors of Ghana. It addressed the challenges and success the industry has had over the decades. It sought to understand the root cause of Ghana's low output and quality of entertainment products by involving industry players such as music and film producers in the study. This research investigated the need for government intervention in the entertainment industry of Ghana. This dissertation aimed to find ways the government of Ghana can contribute to the growth of the entertainment industry Ghana. To find relevant roles of government, it used the entertainment industry of other countries like Nigeria to discover strategies and structures of successful entertainment space. It adopted a mixed method of research and grounded theory analysis to achieve this goal.
An operational overhaul of Mhoseenu Studios
(2021-05) Anoff, Nana Afua Ladje
Mhoseenu Design Studios is a full-service design studio located in Labone, Accra. The company currently has internal struggles with operational management. The problem areas include communication, the alignment of strategic objectives and employee actions, and a lack of an organisational structure. This project details an operational plan aimed at addressing all the problems identified. This project uses a qualitative research methods approach to analyse the problem by considering the stakeholders. These methods include interviews, questionnaires and observations. The data collected was analysed using a service blueprint, tables and word clouds. Analysis of the collected showed that employees of Mhoseenu are generally confused with communication during their first few weeks at Mhoseenu. Furthermore, potential clients are largely influenced by past client reviews and consider customer service a crucial factor in the selection of a creative service firm to work with. The company needs to operate a circular organogram in its structure to facilitate the smooth flow of communication. In addition, a bi-annual Line of Sight analysis should be conducted bi-annually to ensure that the management objectives are aligned with those of the staff. Lastly, an updated service blueprint is recommended to reduce the customer wait times. A quarterly review of the service blueprint is recommended. The sensitive nature of some client information may limit the effectiveness of some proposed changes to the service blueprint.
Analysing trends in agricultural output in Ghana 1995 2015: Underlying causes and options for sustainable growth
(2017-04) Kwarase, Prince Kennedy
Agriculture’s impact in Africa has led to the conclusion that it is the lifeblood of many Africa economies. In Ghana, agriculture was historically the dominant sector of the real economy accounting for more than 30 percent of GDP post-independence although more recently, it has declined sharply and is the smallest sector of the economy as at 2016. Despite that, the sector still plays a key role in Ghana’s economy and employs 44.7 percent of the population above15 years. The continuous decline of output in the agricultural sector and its sub-sectors growth in Ghana raises many questions worth investigating. This paper investigates the trends in productivity of the agricultural sector to outline causal factors and options for sustainable growth. Literature indicates that the sector will remain as a mainstay sector for the growth of Ghana’s economy in the coming years. The study uses in-depth analysis of interviews to outline causal factors and options for growth in Ghana’s agriculture sector. The study found budget allocation, misplaced priorities, lack of technology commercialisation, among others, as some factors responsible for the declining performance in the agriculture sector. The paper concludes with recommendations for the turnaround of the sector and call for further studies into this area of research.
An analysis of the office property market in Airport City using Porter's Five Forces Framework
(2014-04) Odame-Koranteng, Jeffrey
Real estate in Ghana has also undergone tremendous change largely to economic stability and government's support of foreign investments. Over the past decade, the office property market in Accra has grown steadily averaging an annual 14 percent of GDP since 2010 (Setrana, 2013). This increase in demand has led to several developments being undertaken in Accra (Ghana Prime Properties, 2013). However, this paper focuses on the office property market in Airport City and uses Porters Five Forces model to make an objective assessment about the attractiveness of the market. This is because the model goes beyond a more simplistic focus on relative market growth rates in determining industry attractiveness. The main objective of the study was to assess the strength of the competitive forces in the office property market in Airport City and examine the overall attractiveness of the market. This study was largely qualitative in nature using both primary and secondary data. The study adopted an inductive approach to interpreting data by using public information about the market and also relying on statements by the interviewees to draw conclusions on questions raised in the study for the purpose of narrative analysis and thematic analysis. Overall, 75 per cent of responses agreed that supplier bargaining power was very low, 60 per cent of results confirmed that rivalry power among office property owners in Airport City was very low; 75% responses for office property owners indicated that the threat new entrants was also very low; however 72% of responses agreed that office property owners in Airport City do not have a favorable advantage advance with customers due to high buyer power. Finally 100% of responses agreed that the threat of substitutes was very low. From these results it can be drawn the Airport City is a very attractive market for investments since office property owners have a favorable advantage over four of the five forces.
Analysis of the rehabilitation of inmates at the Nsawam Medium Security Prison
(2010-05) Ansre, Selorm Kwami
Crime is on the ascendency in Ghana and prisons are becoming overcrowded. Vocational training is the main method by which Ghanaian prisons seek to reform offenders and put this trend in check, yet recidivism is on the increase in our prisons after inmates have gone through the various rehabilitation programmes. This study seeks to evaluate the rehabilitation programmes in the Nsawam Medium Security Prison and whether any meaningful rehabilitation process has been achieved by interviewing 68 trainee inmates; a sample size collated through the systematic sampling approach. Interview questions were geared towards the aims of this study and required information such as intentions towards training, future plans with regards to the training, performance of supervisors, conditions of tools used, problems faced during the rehabilitation programmes as well as suggested solutions to these problems. The findings of the study confirm the view that with proper direction and supervision, vocational training can serve as a method by which offenders can be reformed. This is supported by the fact that almost all the recidivists interviewed during the study were either unemployed or employed in illegal activities.
Analyzing production challenges plaguing Ghana’s agricultural sector: A focus on poultry production in Greater Accra
(2017-04) Haligah, Selorm
Ghana has abundant viable land and a reasonably well educated population that can support different types of agriculture including crop production and animal husbandry. Unfortunately, in the last several years, the agricultural sector has been performing poorly and poultry production has suffered from liberal trade policies that have exposed it to competition from imported products, forcing an almost exclusive focus on egg instead of meat production. At the birth of the country, the agricultural sector was the main contributor to the nation’s economy with cocoa as the dominant foreign exchange earner. However, the contribution of agriculture to GDP has reduced, falling behind the industrial and services sector. The objective of this paper was to identify and discuss the challenges affecting agricultural production by focusing on the poultry sector. The challenges are then ranked in order of severity using a reliability test known as the Kendall’s Coefficient of Concordance in order to make recommendations to help mitigate the problems. The research employed a mixed methodology (both quantitative and qualitative methods) and used primary data gathered from the Greater Accra region, specifically six poultry farms to attain accurate and reliable results. Current significant production challenges in Ghana’s poultry sector include: high cost of feed; competition from imported birds; outbreak of diseases; pests; access to finance and power supply. In terms of rank, the top problem is high cost of feed. To enhance poultry production, the NPP government can subsidize feed and focus on building processing plants in its one-district-one factory initiative to provide a market for locally produced birds.
Analyzing the effectiveness of celebrity endorsement on consumer buying behavior in the telecommunication industry in Ghana
(2013-04) Eli-Zafoe, Desire
This research paper investigates the effect of celebrity endorsements on buying behavior in the telecommunications industry in Ghana. The paper seeks to provide fresh insight on the use of celebrity endorsement as a marketing tool in Ghana. The objectives of the studies are to examine how celebrity endorsements are being employed by firms in the telecommunication market in Ghana and its effect on marketing performance. It also analyzes how celebrity endorsements affect consumer behavior and purchasing decisions and make recommendations for the use of celebrity endorsements to promote brands. The study involved both secondary and primary research. Secondary research entailed a critical review of the Literature on the subject of celebrity endorsement and involved the analysis of celebrity endorsement models such as the sourcecredibility model, source-attractiveness model, the meaning transfer model and celebrity/product fit concepts. The primary research comprised a qualitative approach where a series of interviews were conducted with marketing executives in the telecommunication industry to gain insight into the choice of this mode of promoting brands. A survey was also conducted. This was targeted at university students in two leading universities in Ghana. The questionnaire constructed and used in the survey was based on an indepth interview conducted among marketing executives and on questionnaires developed and used by researchers and authors of the various celebrity models in India and the USA. This study serves as a pioneer in research of celebrity endorsement and buyer behavior in Africa. The work should generate insights and provide guidance or principles that will direct the use of celebrity endorsement to promote brands in Africa.

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