How Retailers in Ghana Position Themselves

The contemporary landscape of the Ghanaian business environment is very different from the landscape of over 20 years ago; therefore, determining how firms pursue positioning strategies in Ghana is an important research task yet to be explored. In addition, the relative congruence among intended, conveyed, and perceived brand positioning has received meager attention in international marketing and business literature. Relying on the concepts of positioning and congruence, the purpose of this study is (1) to examine positioning strategies of indigenous and foreign retailers in Ghana, an emerging sub-Saharan African country, and (2) to explore whether there is evidence of fit among managerial decisions, actual firm practices, and target audience perceptions of positioning strategies.