Positioning Strategies of Retail Firms in Ghana

Faustin Apeletey Adokou and Eric Kyere-Diabour

Journal of African Business, 2017, vol. 18, issue 2, 221-237

Abstract: This paper assesses how retail firms in Ghana pursue positioning activities. Overt observations, face-to-face interviews with staff, managers and mall intercept methods provide an insight into the positioning strategies of firms in the retail sector. We adopt an empirically based and generic consumer-derived typology of positioning strategies to obtain the results. The findings revealed that the dominant strategies are “service,” “value for money,” “attractiveness,” “reliability,” “top of the range,” selectivity, and “brand name.” The emphasis placed on each of these positioning strategies varies from firm to firm.

Date: 2017
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DOI: 10.1080/15228916.2017.1278669

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