Browsing by Author "ADAMU, FUSEINI"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    The impact of sales promotion by licensed buying companies on cocoa sales of farmers-a case study of Wassa Amenfi East District.
    (KNUST, 2013-07) ADAMU, FUSEINI
    The liberalisation of the internal marketing of cocoa started in the early 1980’s as a neoliberal panacea for economic growth in most cocoa-dependent countries in the world. Liberalisation has led to an entry of multiples of marketing companies to compete with cocoa marketing boards in Ghana and particularly in the Wassa Amenfi East Cocoa District through the adoption of marketing strategies such as the implementation of sales promotional programmes. Thus, the study sought to assess the effects of these sales promotional programmes on cocoa sales of farmers by Licensing Buying Companies (LBCs) in the district. The study identified fourteen (14) different LBCs in the district. Data for the study was obtained from both primary and secondary sources. Purposive Sampling, Simple random sampling and Snow ball sampling techniques were used to select respondents. The data was collected from one hundred and fifty-five (155) respondents who were cocoa farmers in addition to ninety eight (98) Purchasing Clerks (PCs) and fourteen (14) district managers of the various LBCs. The data was collated, synthesised and analysed with the use of SPSS and Excel. The study adopted the quantitative analyses (Regression Analysis) which established a strong and direct relationship between Sales Promotional Programmes of LBCs and the decision of farmers to sell to them in the district. The analyses have shown that the provision of fertiliser to farmers by LBCs is one most important sales promotional package that greatly influences farmers’ decision to sell to a particular LBC. According to a Focus Group Discussion with Farmers, it was discovered that farm related sales promotional inputs such as fertilizers helps farmers to increase their productivity. Sales promotional programmes also increase the purchases of cocoa by PCs of LBCs and influence the choice of LBCs by the cocoa farmer. Fertilizers assist farmers to reduce their expenditure and thus keep the providing LBC in remembrance during the cocoa seasons. The study also revealed challenges in the implementation of sales promotional programmes by PCs and LBCs. The challenges included default of farmers, delay in distribution of the packages among others. The study therefore recommended that there should be timely supply of Sales Promotional Programmes, development of mechanism to check default, motivation of PCs by LBCs and equity in the Distribution of Sales Promotional Packages.