Promoting the bank savings habit in Ghana : a success in marketing technology transfer

These efforts have met with minimal success, however, in part because of the characteristics of rural consumers and the reliance on financial rewards as the primary savings inducement. This article discusses, in the context of Ghana"s savings mobilization program, the extent to which reliance on marketing know-how can enhance the success of bank-based savings mobilization programs in Third World contexts. The results indicate that marketing know-how can help achieve Third World social objectives, such as rural savings mobilization. (Author abstract)