A consumer behaviour model for voters in Ghana

Abstract

This research identifies and examines evidence of political marketing and, more specifically, consumer-oriented political marketing to develop a consumer behaviour model for voters in Ghana. The examination used quantitative research to determine the relationship between voting behaviour and political campaign. Data were collected through a cross-sectional survey with semi-structured questionnaires administered to 7203 randomly selected respondents from participating political parties and voters in Accra, Ghana. Data received were analysed using descriptive statistics and Structural Equational Modelling (SEM). Findings revealed a statistically significant relationship between the behaviour of voters in Ghana and the campaign messages of political parties. The study suggests that as we move toward participatory democracy, increased competition for a vote by political parties and increased voter awareness and demand for more accountable governance. The role of political marketing is critical within marketing, and a consumer behaviour model is a particularly important tool for successful political-marketing campaigning. The work reported is corroborated by an analysis of data that suggests campaign strategy is vital to win voters’ interest in a political campaign. A consumer behaviour model is presented to guide the political party campaign strategy for success and victory at the pool. Voter apathy and dissatisfaction regarding poor service delivery and good governance remain a concern for both political parties and voters in Ghana. It reveals that although research has revealed numerous models, some experts have begun to make a connection between the model and voter behaviour. This research concludes that there are opportunities for political marketing and change in voter behaviour. Still, sufficient attention should be given to developing and deploying a consumer behaviour model that recognises the challenges and changes with political-marketing campaigning for vote in Ghana. The model shows that success in a political-marketing campaign would be determined by a campaign message that is responsive and proactive to voters’ needs.