It is always recommended for investors to prepare an analysis of the market they want to enter or cooperate with. One of the best and easy accessible data are information collected by Geert Hofstede and his team or analysis of attitude to time and communication based on Edward T. Hall observations. Results of Geert Hofstede's cultural dimensions are shown on following graph:
As presented above Ghanians represent high level of power distance, indulgence and uncertainity avoidance, balanced level of masculinity, low level of individualism and very low level of pragmatism. Regarding power distance citizens of Ghana accept all the hierarchies and have great respect to authorities. It is told that they like when there is somebody that keeps telling them what to do. It could be politically incorrect, but it is common between people cooperating with Ghanians that are explaining it is connected with colonies time, when there was always somebody else governing the natives and they get used to it and that is why they accept it.
Drummers playing at a seremony, in western Ghana
Downtown
Cape Coast, Ghana. View of the fishing fleetIt is also indulgent culture. It means that people like to enjoy themselves and represent positive attitude to live. However, it means also that they not necessarily think about tomorrow because they spend a lot of money for a leisure and enjoyment. That is absolutely true and if a Ghanian has some additional money from a business they do not think to reinvest them. They prefer to buy newer car, better smartphone or bigger TV screen. Regarding uncertainty avoidance Ghana scored high level and this is connected with lack of trust to new things and ideas and feel of not certain future. It is visible for outsiders in observing natives' preferences. For example nobody there is using an estate wagon car, because they think that everybody will see what they have...