THE WELLBEING CONSCIOUS GHANAIAN CONSUMER Ghanaian consumers are becoming health conscious and would like to consume local foods which are balanced and has all the required nutrients in proper quantities. These ingredients are cholesterol, salt, sugar, calories and additives. Ghanaian consumers are not only concerned about such goods for themselves, but also their families. A survey was conducted by Eleora Company Limited to find out the food attitude of Ghanaian consumers. This was done to find out how products could be designed, advertised and positioned to attract health conscious consumers. The survey of food attitude was carried out as food related items. These attitudes were food conscious, cooking attitude, brand loyalty, instant food, price sensitivity and value. The analysis reveals that basically, customers could be classified into three categories. The first category constitutes older Ghanaian consumers. These were health conscious older people who because of medical consideration had little choice and these people were concerned about sugar, salt, and greasy foods. They ate meals regularly at regular timings and took great precautions for their food. They used branded products and played very safe in eating outside and not consuming food not prescribed for them. The second category constitutes buyers of convenience food. These are younger consumers keeping busy mostly outside the house and skip lunch or breakfast. They rely on convenient food and fast foods. They have a hectic lifestyle. They are upwardly mobile, use ready to eat food and frozen foods. They work mostly outside the house and are pressed for time. They have an irregular schedule for meals. They also dislike cooking and want to utilize time for leisure and other activities rather than for cooking. They are not very concerned about a balanced diet, and would have greasy burgers or any other fast food to suit their convenience. They can also be categorized under impulse buyers, rather than careful shoppers. If the product has appeal, it will be bought and the price and brand name are not the main considerations. The third category constitutes consumers who cook their own food. They like to cook their own food and get involved in the kitchen. They love to make an assortment of dishes. This is also done to cut cost. They like to buy their own groceries and cooking stuff and do not want to waste money on fancy parkings. They do not try new products i.e. they are not innovators, but try to be a late majority and buy a thing when it has established itself in the market. They tend to have a big family and tend to economize as well. QUESTIONS 1. What inferences can be drawn by marketers from the above study? How does it help them to formulate strategies for advertising and positioning? (25 Marks) 2. Do you require any other information and why? (25 marks)