There are also several companies that offer market research. Ghanaians own more than 2 million television sets and over 13 million radios, and are accustomed to consumer-oriented commercials and advertising, as well as public service announcements. Suppliers of imported products are expected to provide advertising and promotional support, particularly if it is a new product or brand. As well as radio and television spots there are also posters, point of sale displays and billboards. Trade fairs are an increasingly popular means of reaching the Ghanaian buyer.
Packaging is important to the Ghanaian consumer.
Eye-catching, colorful designs appeal to the consumer. Extended shelf life in a warm and humid environment is an important factor. Pricing Product Ghanaians tend to be very price conscious with respect to most purchases. Increasing sophistication is leading some buyers away from the low cost alternatives that result eventually in higher replacement costs. Costs should be computed on a CIF basis.