Marketing strategies and consumers purchasing behaviour in Ghana: A case of Nestle Ghana Limited

Abstract

The role marketing strategies plays in influencing purchasing behaviors of consumers in various economies can never be overemphasized. However, this assertion requires further investigation with respect to consumers of Maggi seasoning products in Ghana especially those in Tamale metropolis. The study analyzed the effect of marketing strategies specifically sales promotion and perceived product quality on consumers' purchasing behavior toward Maggi products in the Tamale metropolis of Ghana. To achieve this goal, the study adopted the quantitative approach, descriptive design and structured questionnaire. Valid data sets were retrieved from 162 food vendors in Tamale Metropolis. The IBM SPSS Statistics software version 26 was employed to process the data and subsequently analyzed with both descriptive and inferential tools. The study found all the marketing strategies to significantly influence the purchasing behaviors of consumers of Maggi products focusing on food vendors within the Tamale metropolis, Ghana. As a result, the research found that marketing strategies, particularly sales promotion and perceived product quality, have a major role in encouraging consumers to make better purchasing preferences. According to the research, Nestle Ghana could use more comprehensive methods, such as unique sales promotion packages, better pricing, and better product concepts in order to guarantee high purchasing behavior among its clientele.

Analysis of the Effect of Perceived Product Quality on Retail Purchase Intention: The Mediating Role of Consumer Trust and Price Sensitivity Moderation

“…In relation to retail product purchase intention, perceived product quality has a significant influence on consumer purchase intention [7], [8]. The perceived quality product is also a key marketing strategy and can play an important role in explaining any change in consumer buying behavior [9]. Although many studies consider perceived product quality very important in building purchase intention, but Kitburin and Methavasaraphak [10] found that perceived product quality had the lowest influence on purchase intention.…”