Factors Influencing Voters’ Choice in Elections in Ghana: A Case study of the Kumbungu Constituency of the Northern Region

Purpose: Globally, and most especially in Africa, researchers seem not to have sufficiently explained the underlying factors that influence electorates’ choices. Thus, studies often reveal a myriad of factors that determine this behavior of voters. While some scholars posit rationality as the underlying factor, others suggest idiosyncratic factors in that regard. These conflicting positions indicate that the motivation of electorates’ choices is multifaceted. In Ghana, few studies have investigated the phenomenon in the Northern part of the country. This study, therefore, explored the phenomenon with regard to elections in the Kumbungu Constituency of Northern Ghana. Methodology: Underpinned by the three dominant theories; the sociological model, the psychological model and the rational-choice theory, the study employed an explanatory sequential mixed-method design to gather data thereof. A combination of purposive sampling methods was employed to select information rich cases. The selection of the study region and constituency was based on critical case sampling. Purposeful random sampling was used to select respondents for the survey and interviews. A total of 164 respondents were randomly selected for the survey. Ten key informant interviews were also conducted. Qualitative data were analysed using content and thematic analysis. Quantitative data were analyzed using Predictive Analytic Software by employing descriptive statistics and regression.   Findings: The findings indicate that the voting behavior of electorates are not primarily influenced by stable and distinctive factors, such as ethnic or regional ties, but rather the electorate make voting decisions based on conscious evaluation of government performance, economic conditions, and campaign issues. Also, the developmental impact of government programs, ethnicity and ideological leaning of voters do play a role. Therefore, politicians need to heed this in their effort to win the hearts of voters. Unique Contribution and Recommendation: This study recommends that ruling political parties should always endeavor to promote and foster policies and programs that improve the living standards of the Ghanaian electorates if they desire to retain and cling on to political power.