Challenges encountered by functionally illiterate consumers in the Kumasi metropolis, Ghana
| Thesis title: | Challenges encountered by functionally illiterate consumers in the Kumasi metropolis, Ghana |
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| Author: | Kusi-Mensah, Kwaku |
| Thesis type: | Diploma thesis |
| Supervisor: | Cook, Gina |
| Opponents: | Lhotáková, Markéta |
| Thesis language: | English |
| Abstract: | This study is concerned with how illiteracy impact consumers when navigating through the market place to have their needs met.These effects are researched in the Kumasi metropolis in the Ashanti Region of Ghana. The overall goal of the thesis is to investigate the problems that functionally illiterate consumers encounter when navigating through the Marketplace.The results show that functionally illiterate consumers at the Kumasi metropolis do face problems when navigating through the market place and that these problems are related to the retail marketing mix such as product, price, place, people, promotion and process. |
| Keywords: | Functionally illiterate consumers; Kumasi metropolis; Extended marketing mix |
| Thesis title: | Výzvy, s nimiž se setkali funkčně negramotní spotřebitelé v metropoli Kumasi, Ghana |
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| Author: | Kusi-Mensah, Kwaku |
| Thesis type: | Diplomová práce |
| Supervisor: | Cook, Gina |
| Opponents: | Lhotáková, Markéta |
| Thesis language: | English |
| Abstract: | Tato studie se zabývá tím, jak negramotnost ovlivňuje spotřebitele při navigaci na trhu, aby splnila své potřeby. Tyto účinky jsou zkoumány v metropoli Kumasi v oblasti Ashanti v Ghanu. Celkovým cílem práce je zkoumat problémy, s nimiž se uživatelé setkávají při navigaci na trhu. Výsledky ukazují, že funkční negramotní spotřebitelé v metropoli Kumasi čelí problémům při navigaci na trhu a že tyto problémy souvisí s Maloobchodní marketingový mix, jako je produkt, cena, místo, lidé, propagace a proces. |
| Keywords: | Funktivně negramotní spotřebitelé; Kumasi metropole; Rozšířený marketingový mix |
Information about study
| Study programme: | Ekonomika a management/International Management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of International Business |
Information on submission and defense
| Date of assignment: | 5. 4. 2017 |
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| Date of submission: | 15. 5. 2017 |
| Date of defense: | 7. 6. 2017 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/61710/podrobnosti |