MULTINOMIAL LOGISTIC ANALYSIS OF “SUSU” CONTRIBUTION IN GHANA

Abstract

The study employs cumulative multinomial logistic regression model to analyze “susu” (a micro-saving mechanism for collection of deposits that is common on the West African markets) contribution in Ghana. Evidence from the analysis of 1,630 contributors randomly sampled indicates that between male and female contributors, the former are more likely to contribute higher amounts than the latter. The paper, therefore, avers that “susu” institutions must target their marketing campaigns at income-earning males. Additionally, there is evidence to conclude that the number of years of contribution, the number of years a contributor has been in business, marital status and gender are predictors of „susu‟ contribution in Ghana.