Ghanaian local products are increasingly being marketed globally to tap into new consumer markets and diversify export earnings. This ethnographic study employed participant observation and semi-structured interviews with key stakeholders including marketers, producers, and retailers to understand market dynamics and consumer perceptions. Local product marketing strategies varied significantly across sectors; for instance, traditional foods saw more focus on cultural authenticity and health benefits compared to beverages which emphasised innovation and differentiation in global markets. Retailers reported a strong preference for products with clear origin labels and provenance claims. The study highlights the importance of understanding local product characteristics and consumer preferences when marketing to diverse global audiences, suggesting that tailored strategies are essential for success. Businesses should prioritise developing robust brand stories and engaging with consumers through digital platforms to effectively market their products internationally. Ghanaian Local Products, Global Marketing Strategies, Ethnographic Study
Aaron Akyea Mensah (Mon,) studied this question.