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The Influence of Selected Consumers' Profile Variables on Online Shopping in Ghana

Author

Listed:
  • Patrick Joel Turkson

    (Methodist University Ghana)

  • Felix Amoah

    (Nelson Mandela University, South Africa)

  • Joseph Gyamfi Yeboah

    (Methodist University Ghana)

  • Elizabeth Afia Primang Turkson

    (Elitek International School, Ghana)

  • Laura Novienyo Abla Amoah

    (Nelson Mandela University, South Africa)

Abstract

This study examined online shopping by highlighting the variations in consumer profiles using selected variables such as gender, age, highest educational level, and marital status. Data was collected through an online survey sent via email to respondents. The online survey was conducted within four months in 2023. A convenience sampling technique was employed to select the total respondents of 437, which constituted the sample size of the study. A 100% response rate was attained. Descriptive statistics, comparing means, and the ANOVA test were employed to analyze the data collected. SPSS version 26 was the statistical tool used for the analysis of the collected data. The study revealed that males aged between 31 and 40, post-graduates, and single mothers mostly shop online frequently. Differences in gender, age, and marital status influence online shopping, however, the highest educational level does not influence online shopping.

Suggested Citation

  • Patrick Joel Turkson & Felix Amoah & Joseph Gyamfi Yeboah & Elizabeth Afia Primang Turkson & Laura Novienyo Abla Amoah, 2024. "The Influence of Selected Consumers' Profile Variables on Online Shopping in Ghana," RAIS Conference Proceedings 2022-2024 0417, Research Association for Interdisciplinary Studies.
    • Handle: RePEc:smo:raiswp:0417
    as

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    References listed on IDEAS

    as
    1. Punj, Girish, 2011. "Effect of Consumer Beliefs on Online Purchase Behavior: The Influence of Demographic Characteristics and Consumption Values," Journal of Interactive Marketing, Elsevier, vol. 25(3), pages 134-144.
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    More about this item

    Keywords

    Online shopping; gender; age; marital status and highest educational level;
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