The State of Ghanaian Consumers: A Call for Empowerment and Awareness

In today’s bustling marketplace, armed with technology and information transmitted at lightning speed, one presumes the modern consumer should be more informed than ever. Yet, a comprehensive report titled “The State of Ghanaian Consumers” reveals a disheartening reality. Conducted across the ten regions of Ghana, this survey engaged 1,795 individuals, uncovering shocking levels of consumer unawareness and a pervasive mistrust in systems designed to protect them.

Consumer Unawareness Across Sectors

Imagine encountering a hurdle, say in telecom or banking, and having no idea where to turn for recourse. This is the stark reality for a majority of Ghanaian consumers today. Below are some compelling statistics from the survey:

• Telecom: 55.5% of consumers are unaware of redress mechanisms.
• Banking: 55.98% of individuals lack knowledge about filing complaints.
• E-commerce: The numbers are grimmer, with 76% unaware of available protections, especially critical given the rapid digital transfer of goods and services.
• Electricity: Even in this fundamental sector, 26.18% remain in the dark about their rights.

Disconnected and Disillusioned: Consumers’ Struggle

The results from this comprehensive study paint a daunting picture. Not only do many consumers lack basic knowledge of their rights, but they also seem to possess a deep-seated belief that their voices will go unheard even if they do file complaints. This aspect raises critical questions about trust and efficacy within the systems meant to safeguard them. Is there a disconnect between regulatory bodies and the people they serve? Or perhaps, have past experiences eroded consumer confidence to the extent that they no longer see the point in seeking redress?

“CUTS first conceived this idea in 2014, but year after year, we struggled to attract donor support because empowering consumers wasn’t a priority for many,” Appiah Kusi Adomako, West Africa Regional Director for CUTS, candidly shared at the report’s launch.

Sector-Specific Insights Reveal Alarmingly Low Awareness Levels

Across sectors, there is a glaring disconnect. For instance, only a meager 11.71% of telecom consumers are aware of their rights amidst frequent network shortcomings and billing issues. Similarly, over half of the participants in the banking sector are either unaware of where to file complaints or skeptical about the outcome.

In e-commerce, the numbers are staggering: as online transactions become routine, 76% of consumers have no clue about consumer protections in place. This renders them vulnerable to fraud and misuse. Furthermore, 66% of affected individuals fail to report issues because they believe no action will be taken.

The Electricity Sector: A Glimmer of Hope?

Interestingly, the electricity sector showcased some degree of awareness, though 26.18% still remain in the shadows about filing complaints. Many submissions to the Electricity Company of Ghana (ECG), hearteningly, have been addressed. However, this sparks a moment of reflection. What makes the electricity sector slightly better at managing consumer complaints than others?

Regulatory Agencies Under the Microscope

The pervasive distrust in Ghana’s regulatory mechanisms is hard to overlook. How can consumers be expected to rely on regulatory bodies when only 6.79% of telecom users, for instance, place their trust in them? In banking, 21.53% of the surveyed individuals felt neglected by regulators. And, with rampant cancellations affecting air travelers, a whopping 81.1% received no compensation whatsoever.

Exploring Solutions and Roadmaps

Amidst widespread concern, there is a resounding call for comprehensive consumer protection. Justice Jones Dotse (Retired), Chair of the CUTS Board, asserts that the newly published insights will form a crucial foundation for ongoing policy dialogues. His impassioned pledge, “This report is not destined to be a ceremonial artefact… CUTS is resolute in its pledge to translate its findings into action,” rings as a beacon of hope.

• An independent Consumer Protection Authority could pave the way for impartial oversight.
• Sector-specific educational initiatives promise to uplift public knowledge of consumer rights.

Government’s Commitment to Legislative Action

Recognizing the urgency conveyed by this groundbreaking report, the government has committed to building a robust legislative framework. A poignant statement from the Minister of Trade, Agribusiness, and Industry echoes this sentiment: “This report confirms what we have long recognized: the absence of a unified Consumer Protection Law leaves our people vulnerable.”

Indeed, as we weave through narratives of consumer plight and policy gaps, it’s imperative to ask ourselves: how can we ensure these findings lead to tangible changes? With accountability, education, and a just legal framework, Ghana can craft an empowered consumer landscape that serves its people effectively.

Edited By Ali Musa
Axadle Times International–Monitoring.