THE GENERIC TENDENCIES OF SOME GHANAIANS- NOTES FOR GHANAIN MARKETERS.

BACKGROUND

The average Ghanaian barely pays attention to differences that exist between competing ideas, objects or phenomenon. In fact, it is typical of him/her to be generic in his/her perception and conception of realities. The tendency to be generic about issues, objects and even brands flies in the face of the principles that undergirds efforts at brand differentiation.

While the tendency may not be healthy for many up and building brands in the country, the view that other brands have benefited and continue to benefit from these typical Ghanaian tendencies cannot be dismissed or overlooked.

I cannot confirm whether the phenomenon still exist or there has been a paradigm shift in this respect lately, but not too long  ago, every newspaper in Ghana was Graphic; every cooking oil was Frytoil; every alcoholic beverage was Beer; and every bank was Commercial bank, many but for lack of space.

This has unfortunately played out in our politics, affecting the choice of political leaders in the country. Although, Ghana currently has 24 registered Political parties, only two have commanding political clout and mileage that is required for any political party to remain viable and competitive.

Although the other political parties are not left out in media discourses, the NPP and NDC continue to dominate in mileage, influence and numbers.  

The sporting arena has not been spared of its dose regarding this issue. In the face of the sharp decline in the quality and patronage of our local league, the two dominant football clubs, Kumasi Asante Kototo and Accra Hearts of oak, have still not lost their relevance. Although these two sporting clubs are yet to find their rhythm in the ongoing Premier league, it has still not taken anything from the touts and brouhaha that greets their outings. Their supporters never say die, even when the bone is pungently rotting.

Indubitably, many of the brands that comes to the average Ghanians consideration sets in times of need, have worked over the years to live up to the expectations. But in other cases, in fact in cases similar to the political parties and the sporting clubs that  I have alluded to above, some of these privilege brands have not justify the confidence the Ghanaian reposes in them.

EFFECTS

At a cursory look at this situation, one is tempted to recommend a slash in the huge           Marketing Communication budgets committed to brand differentiation campaigns. Indeed, marketers whose efforts fall below par may be inclined to find other marketing strategies in breaking through the prejudicial clout of the average Ghanaian mind.

RECOMMENDATION.

While this may be convenient, I shudder to take a different opinion. I think doing same will be counter-productive to efforts at ensuring that all players in a product category remain economically viable, responsible and command sustainable levels of brand equity.

In fact, I will support efforts at ‘brand coalitions’ that breaks monopoly with a category than to supports attempts at avoiding brand differentiation campaigns.

I think the phenomenon rather calls for stronger brand differentiating efforts. By providing quality and customer-centric services to customers, coupled with effective brand differentiation strategies, marketers in Ghana can tilt this tide in their favor.

CONCLUSION

Not only are they loyal and almost conservative when they take a decision on a brand, more so  Ghanaian consumers prefer to associate with quality, viability, and want to be appreciated ,respected and communicated to.

Any marketing efforts consistent with these values are likely to be rewarded by the Ghanaian consumer.

Samuel Osarfo Boateng

samuelcreasta@gmail.com

233270644157.