Promoting the Bank Savings Habit in Ghana: A Success in Marketing Technology Transfer

Given the importance of savings in the economic development effort of Third World countries, many have attempted its mobilization by extending [ILLEGIBLE] services to rural customers, who comprise the bulk of economic activities. 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." discuses, in the context of Ghana's savings mobilization program, the extent to which [ILLEGIBLE] 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 [ILLEGIBLE] World social objective such as rural savings mobilization.