How Did Voters Decide in the 2012 and 2016 Presidential Elections in Ghana? The Implications for Future Elections

Abstract

This paper analysed the determinants and citizens’ choice of a presidential candidate in the Ghanaian 2012 and 2016 elections. The analysis utilised survey data obtained from respondents in the study areas. It examined perspectives of the individual voters on various issues matters pertaining to elections as well as their sentiments regarding personal and communal socio-economic outcomes. The findings revealed that voting for a presidential candidate in an election is influenced by individual voter access to income, education level, employment status, and development policy in the 2012 and 2016 presidential elections. The results also revealed that voters are influence by other factors such as the candidate's capacity to enhance and advance the national economy, political party affiliation, candidate orientation and likability. The findings of the analysis suggest that political parties and presidential candidates in an election in Ghana should give careful consideration to the elements and issues identified. Based on the findings, the we recommended that presidential candidates/or political parties should prioritise the issues identified in their campaign strategies and policy agendas.