Marketing Approaches in Ghanaian Local Products for Global Markets: A Qualitative Assessment

The global market for local products is increasingly attractive to businesses seeking to tap into untapped consumer segments and diversify their product offerings. Qualitative research methods were utilised, including semi-structured interviews and thematic analysis of marketing materials from selected companies operating in Ghana's export sector. Interviews revealed that 70% of respondents used social media platforms for product promotion, with a significant focus on engaging younger audiences to capture the next generation's purchasing power. The findings highlight the importance of leveraging digital marketing channels and targeting younger demographics in global market strategies for Ghanaian local products. Companies are encouraged to invest more in social media campaigns that align with local culture and consumer preferences, thereby enhancing brand visibility and sales.