Investigating the attitudes and habits of middle-income Ghanaians to purchasing cut flowers in Accra, Ghana

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The middle-income bracket in Africa is one that is growing and doing so rapidly. Ghana has been identified as having around “46.6% of the population belonging to the middle class who is gaining strength due to increased jobs, wealth, and political participation” (Grail Research, 2012). With this notion in mind, the middle-income bracket is being exposed to varying lifestyle changes as well as opportunities broadening their scope and exposing them to different cultural ideas. The purpose of this paper is to investigate the attitudes and habits of middle-income Ghanaians toward purchasing cut flowers in Accra. Unlike the western and European countries that have embraced the purchase and the use of cut flowers as a part of their culture, as Africans it is not innate quality we imbibe (International Marketing, 2012). Hence, the interest developed to understand the rationale behind Ghanaian consumers who chose to buy cut flowers and for which occasion they buy cut flowers. What motivates them to and how often they buy? A research conducted by Czinkota et al. in 2012 identified that the floral industry in Ghana is relatively young compared to other markets such as Kenya, Tanzania and South Africa. However, there is evidence of growth in this market based on consumer changing preferences and the prevalence of the culture and knowledge of cut flowers unto the Ghanaian scene. This study focuses solely on the understanding the attitude and habits of the middle-income bracket to buying cut flowers and how this information could enhance potential growth within the industry here in Ghana. With just a few dominant forces in the trade, it will be highly beneficial for suppliers to know how consumers react to the product and as such know how best to market them in order to sell more and improve the culture of buying flowers here in Ghana considering there is a positive attitude to buying cut flowers and they do so regularly.
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2014
Ghana, consumer behavior, cut flowers