Authors : J.T. Tetteh-Quaynor; David Laud Amenyo Fiase

Volume/Issue : Volume 10 - 2025, Issue 10 - October

Google Scholar : https://tinyurl.com/bdez43h9

Scribd : https://tinyurl.com/4p2pxv75

DOI : https://doi.org/10.38124/ijisrt/25oct1239

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Abstract : Every academic discipline ends up with the transactional or business aspect before profit is declared or derived. In this article, the author studied several academic articles, textbooks, research reports, and conference reports but concluded that the term ‘market’ has not been given a well-defined consideration. In an effort to bring to the academic world the image and contextual presentation of the term, the author selected this topic of market but in the African context. The article contained the background of the study, the problem statement, and selected/designed research objectives: to find out what is a market, to find out the market in African and Ghanaian contexts, to find out the difference between the market in textbooks and that in the Ghanaian context, to present the finding of what constitutes a market in the Ghanaian context. With little literature to review the author did review, the available ones. He participated in more than fifty markets within the Ghanaian Geographical area before presenting his findings and conclusion. Definition of a market in the Ghanaian context, pricing in the Ghanaian market, sale promotion are more personal, persuasive, no advertising in real sense but mainly face to face, suppliers are from varying sources but regular. Financing is from mainly micro-financial sources and not from any recognized bank. The research methodology for this article was mainly participation and interview of traders in the selected market.

Keywords : Market; Marketing; Commodities; Customers; Microfinance; Profit.

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