Investigating the Extent to Which Voters Have Moved to Become More Like Consumers than Citizens in Ghana (Amasaman Constituency)

Abstract

The study was conducted on the topic; “Investigating the extent to which voters have moved to become more like consumers than citizens in Ghana (Amasaman Constituency)” The study set out to investigate (i) the characteristics of voters like consumers or citizens, (ii) the level of interest of electorates in political participation, (iii) factors that motivate voters decision and (iv) voters view on voting. The researchers employed the mixed method of research for the study. The study discovered that voters have similar traits as consumers when it comes to decision making process. The study further revealed that to a very large extent, voters behave more like citizens than consumers. The study also revealed among others that consistently voters have shown high level of interest in the participation of politics through voting. The study therefore recommends that that since the study has established that voters resemble consumers to some extent; political parties must employ political marketing specialists to devise marketing plan that will target voters as consumers to enhance electoral success of political candidates in elections. Also, the study recommends that political parties must adopt a more nationalistic approach to their campaigns since majority of voters see themselves as citizens to a very large extent than consumers. Political campaign strategists must appeal to the patriotic sense of voters in order to win them to their side.