RESEARCH : Ghana consider that the best quality is offered by Toyota , Sarkodie , Cristiano Ronaldo , Asamoah Gyan, Manchester United F .C

If an average Ghanaian citizen had an
unlimited amount of money at
disposal and made decisions
exclusively based on quality when
buying, they would drive a Toyota,
attend concerts by Sarkodie and
R2Bees , and would most like to
watch football matches with
Manchester United .
These are the results of the first
Ghanaian QUDAL – QUality meDAL –
DEEPMA Research conducted in June
this year by means of an online
survey on a sample of 1, 200 Ghanaian
internet users older than 15 years of
age. The survey encompassed the
entire territory of the Republic of
Ghana.
QUDAL – QUality meDAL Research
gives a completely new picture of
Ghana and the Ghanaian market and
reveals what Ghanaian citizens think
of available value , quality and the
way they recognise and value them.
Focus on Quality
The Ghanaian citizens were asked
what they would buy and what they
would use if money was no problem
and if they were only and exclusively
to pay attention to quality when
deciding on the purchase and
consumption .
The QUDAL Research encompassed
more than sixty commercial and non -
commercial categories ( e.g. best
quality milk , best quality car, best
quality domestic singer etc .). The
first results of this complex research
have now been processed and are
available for analysis.
Some of questions asked and
answered are featured below :
Specify the name of the family car
manufacturer or supplier that, in your
personal experience and opinion ,
offers absolutely the highest level of
quality in in your country :
The majority of the surveyed
responded to this question with -
“Toyota ”
Best world sportsman - The football
player Christiano Ronaldo has taken
place no. 1 as the best world
sportsman in the opinion of the
Ghanaian citizens
Best sports club - Manchester United
F.C . is the best sports club in the
world (regardless of which sport )
Best Ghanaian sports club
(regardless of which sport) - Asante
Kotoko SC is in the top position
Best sportsman/ sportswoman in
Ghana - Asamoah Gyan ranked best
Best Ghanaian music group - Majority
nominated R 2Bees
Best singer in Ghana - Most
emphasised Sarkodie
In the commercial categories
Ghanaians nominated, for example,
the providers of the absolute highest
quality level : IDEAL Milk ( category :
milk); Rice Master’s ( category : rice );
Samsung (category : mobile phone);
Dark and Lovely ( category : shampoo );
HP ( notebooks); Adidas (sports
footwear); Barclays Bank of Ghana
(bank ); SIC ( insurance company) ,
Visa (credit card ) etc .
The QUDAL Research aims to make
quality and the importance of quality
more popular . ICERTIAS emphasizes
that “ with the QUDAL project , we
wish to draw the consumers attention
to the fact that they are fully entitled
to live better and demand a better
quality on the market for their
money…The right to quality and a
better quality life is particularly
important nowadays , when the global
environment is demanding” .
The QUDAL market research does not
measure market share (sales ) nor the
power of a brand but exclusively the
experience and opinion of the
consumers on who , for them, offers
the highest level of quality in certain
categories in their country .
The QUDAL project researches and
awards entities (products , services,
media , public persons, culture and
sports etc .) offering the highest level
of quality in a certain territory – in
the opinion of the citizens – i.e. the
consumers themselves .
On the QUDAL project
The QUDAL – QUality meDAL
Research is conducted fully in
accordance with the provisions of the
“International Code on Market and
Social Research ” adopted by the
International Chamber of Commerce
(ICC) and the World Association of
research experts ( ESOMAR).
QUDAL – QUality meDAL
(www.qudal. com) is a project of the
Swiss organization ICERTIAS –
International Certification Association
GmbH (www. icertias.com ) .
“The QUDAL – QUality meDAL
research and award - giving project
sends a message to the consumers
that it is them, and only them, who
are entitled to make decisions on
what actually provides the best
quality on the market. With this , we
wish to send a strong message to the
producers and service providers that
they should make an effort and
provide citizens with the best quality
for their money…”