The role of marketing in combating covid-19 in ghana; traditional marketing versus social marketing

No Thumbnail Available
Journal Title
Journal ISSN
Volume Title
This study examined the role of marketing in combating covid-19 in Ghana, with emphasis on traditional marketing as against social marketing. The research philosophy adopted was descriptively designed, using the quantitative approach and the administration of questionnaires to 50 respondents in the data collection process using purposive sampling. The tannahill model was adopted to ground and explain the social phenomenon in the study. In the coding and cross examination of the demographic variables of the study, a microsoft excel computer software as well as a statistical package for social sciences (spss) was employed. The study revealed that traditional marketing mix component (product, pricing, place and promotion) as well as social marketing activities (product, price, place, promotion, policy and partnership) play a role in Ghana's fight against covid-19, but some have a higher impact than others do. However, the difference is negligible, with traditional marketing comprising 17% of the mix and social marketing comprising 19%. This suggests that some covid-19 components have a stronger impact on combat than others. While product and location influence consumer behavior more strongly in traditional marketing, policy and collaboration have a bigger impact on it in social marketing, according to the findings. Recommendations were further made for management of private businesses, ngo’s, government and policy makers, and future researchers.
A thesis submitted to the department of marketing and corporate strategy of the school of business, Kwame Nkrumah university of science and technology, Kumasi in partial fulfilment of the requirements for the degree of master of science in marketing