的能力，为企业通过提供改进的产品感知和响应市场需求构成，其中大多数营销思想已经
确立的基础

做产品决策时，这可是拥有一个很大的挑战，公司是否要修改自己的产品，以
满足一个新兴的，很有前途，但小市场一样，加纳

我的研究重点是驱动在加纳的汽车市场产品的适应性，以及这些调整对市场的影
响因素的检查

我的研究是设计上采用案例研究和调查，以开发洞察产品的适应司机的定量和定
性的方法，具体的驱动程序重要的是如何通过影响本地经理人的决策和战略。丰田加纳有
限公司作为我的案例研究，因为他们是众所周知的有利于产品适应和对哪个国家管理者拥
有自主权进行修改，以核心产品，以适应环境条件

本论文共分为五章，第一章是绪论，介绍了产品的适应性概念，背景，研究目标
以及相应的限制，范围和问题的陈述。第二章为文献综述，描述有关的问题和别人做以前
的作品的主题的各种理论。本章从而探索适用于本研究的理论

第三章是方法论，本章主要介绍所使用的方法，研究的策略和方法。本章还介绍
了加纳汽车市场的产品适应性分析以及特点和产品适应的加纳市场，数据采集，数据分析
和研究结果的方法上的效果。第四章介绍了如何提高产品适应于加纳的汽车市场

第五章是结论与展望，并解释该研究对于研究的研究目的和研究问题的结果

关键词：产品适应;产品修改，市场状况，丰田加纳有限公司，产品适应决策，加纳的
汽车市场;加纳
ABSTRACT
The need to develop products or services that are suitable to the needs and conditions of the
market within which they are sold cannot be over looked.
The abilities for companies to sense and respond to market demands by offering modified
products forms the foundation of which most marketing thoughts has been established.
This however possess a big challenge to companies when making product decisions as to
whether to modify their products to suit a new emerging, promising but small market like that of
Ghana.
My study focuses on the examination of factors that drives for product adaptation in the
Ghanaian automobile market as well as the impact of such adaptations on the market.
My study is designed on both quantitative and qualitative approaches using case study and
survey to develop insight into the drivers of product adaptation, importantly how specific drivers
influence the decision and strategies adopted by local managers. Toyota Ghana Company
Limited is used as my case study because they are widely known to favor product adaptation and
for which country managers possesses the autonomy to make modifications to core products to
suit environmental conditions.
This thesis is divided into five chapters, the first chapter is introduction which describes the
product adaptation concepts, the background, objectives of the study as well as limitations, scope
and problem statement. Chapter two is literature review which describes various theories relating
to the topic in question and previous works done by others. This chapter consequently explores
the theories applicable to the study.
Chapter three is the Methodology, this chapter introduces the methodology that was used, the
strategy and approach of the research. This chapter also describes the product adaptation analysis
of the Ghanaian automobile market as well as the characteristics and the effect of product
adaption on the Ghanaian market, the method of data capture, data analysis and results of study.
Chapter four presents how to improve product adaptation for the Ghanaian automobile market.
Chapter five is conclusion and prospection and interprets the results of the study with respect to
the study’s research objectives as well as research questions.
Key Words: Product adaptation; product modification, market conditions, Toyota Ghana
Company Limited, product adaptation decisions, Ghanaian automobile market; Ghana