LG Electronics is targeting a broader segment of Ghanaian consumers with a new range of affordable household appliances designed to combine modern design, practical functionality and quality.
Olugbenga Ogunbayo, LG Master Trainer for West Africa, said the company had deliberately expanded its focus beyond premium consumers to include middle-class and lower-income households.
He said LG had segmented its market into three categories — premium, middle-class and affordable — to ensure that its products could meet the needs of different consumers.
“We don’t just do premiums. We still try to focus on what we call affordables, and that is why we made this so easy for everybody,” Mr Ogunbayo said during an interview session.
According to him, the new products have undergone rigorous testing processes, with quality remaining a fundamental principle in their development.
He said the appliances were designed to support everyday household needs, including food preservation and laundry efficiency, while offering ease of use and energy efficiency.
Mr Ogunbayo said the new range had also been developed with different capacities and designs to give consumers greater choice based on their needs.
He said the products were differentiated by their combination of simplicity, technology and practical functionality.
“We talk about technological difference when it comes to energy efficiencies, and we’ve talked about a way of preserving foods, preserving food, making your laundry easy for you,” he said.
Mr Ogunbayo further said LG was considering consumers at different income levels in its pricing approach, including people at the grassroots and in rural communities.
He said the company’s approach was to ensure that affordability did not come at the expense of quality, while making the products usable for a wider range of Ghanaian consumers.
The new range, he added, reflects LG’s focus on providing household appliances that combine modern design with practical features and affordability.
