African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4171

Full Length Research Paper

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

Gonu Eric
  • Gonu Eric
  • Department of Marketing and Supply Chain Management, School of Business, University of Cape Coast, Ghana.
  • Google Scholar
Asare-Larbi Mary
  • Asare-Larbi Mary
  • Department of Marketing and Corporate Strategic Management, University for Development Studies, Tamale, Ghana.
  • Google Scholar
Abdul-Rahman Mutari
  • Abdul-Rahman Mutari
  • Nestle Ghana Limited, Tamale, Ghana.
  • Google Scholar

  •  Received: 14 December 2021
  •  Accepted: 25 April 2022
  •  Published: 31 May 2022


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.


Key words: Marketing strategies, consumers’ purchasing behavior, sales promotion, perceived product quality.