Financial Products & Services Marketing to the Unbanked Population in Ghana. A Case Study of Atwima Kwanwoma Rural Bank Limited (Akrb)
populations who are also typically micro entrepreneurs and individuals have
little access to financial products/services. Majority of the existing
financial products are tailored to suit the middle and upper income group. Many
poor households lack access to financial services of all kinds especially
credit facilities while a number of financial institutions do not see the unbanked
population as credit worthy. This contradiction has necessitated the pursuit of
this study which seeks to evaluate and contribute to the possibilities of
rendering financial services to the low income earners, referred to as the
“unbanked” in this study, with specific reference to Atwima Kwanwoma Rural Bank
a leading rural Banking Institution in Ghana. The main objectives of the study
are to identify the financial needs of the unbanked population in Ghana; explore
innovative approaches in giving the unbanked people access to financial
products. Structured questionnaires were used to collect data from respondents
while SPSS and Microsoft Excel software were used to analyze the data. The
study revealed that people do not bank because they lack trust or confidence in
financial institutions. Many people would readily patronize financial products if
service providers would reach out to them by means of well packaged
(branding)personal selling and positive word of mouth. Furthermore, banking
services were not made accessible to the unbanked populace, which is a
contributing factor to their difficulty in accessing financial services.
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