President of the Chartered Institute of Marketing Ghana (CIMG), Michael Abbiw, says Ghanaian consumers are becoming more discerning, forcing businesses to rethink how they build and sustain brand loyalty.
He made this disclosure in an interview on Bottomline on Metro TV on Monday, January 12, 2026.
Mr Abbiw said customer behaviour is changing as competition increases and consumers become more informed.
“We are going to shift from where we look at brands and loyal to brands and now people will not be moving towards being loyal to brands that they understand,” he predicted.
According to him, visibility alone is no longer enough to keep customers, as consumers now demand clarity, consistency and value from the brands they engage with.
Mr Abbiw said businesses that fail to understand their customers’ needs and expectations risk losing relevance in an increasingly competitive market.
He noted that many organisations still make decisions based on assumptions rather than evidence drawn from customer data and research.
“We need to be more deliberate and more intentional about what we want to do,” he said, stressing the importance of informed decision-making.
Mr Abbiw explained that marketing should go beyond advertising and promotions to focus on insight, positioning and long-term relationships.
“We think that marketing has a key role to play,” he said, adding that effective marketing helps organisations align products and services with customer expectations.
According to him, when marketing is treated purely as a promotional function, businesses miss opportunities to improve customer experience and retention.
Mr Abbiw said improving economic stability is also contributing to increased competition, giving consumers more options to choose from.
“The business environment will now become more competitive,” he said, noting that competition empowers customers and raises expectations across industries.
He explained that businesses can no longer rely on price cuts alone, as customers increasingly compare quality, service and brand credibility.
Mr Abbiw urged businesses to invest in systems and processes that allow them to listen to customers consistently and respond quickly to feedback.
He said organisations that understand their customers and deliver genuine value are more likely to survive and grow in the evolving business environment.
According to him, customer-centred strategies will be critical for businesses seeking sustainable growth in the coming years.
