Browsing by Author "Gagakumah - Barton, Bernice"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    Marketing of Jewellery products - a case study of Pearl Jewellery
    (1997-02-28) Gagakumah - Barton, Bernice
    A primary product of export such as Gold, which also is the main raw material requirement in the Jewellery industry has not performed well enough in terms of export earnings. When value is added to Gold by transforming the material into finished works of art it readily attains a higher value which in turn increases its price. This has been the aim of government to turn its primary products into secondary products of exports in an attempt to increase revenue. The Jewellery industry offers a great potential for growth in this export sector of the economy. It has also been observed that though the price of Gold is the same for all exporting countries, Labour cost in the production of Jewellery products in Ghana is relatively cheaper than most parts of the world. A survey in 1985 revealed that in the United State Labour wage in this industry is 300 dollars whilst its equivalent is 100 dollars in Ghana. This phenomenon presupposes that given the same technology, Ghana has a comparative advantage and can effectively penetrate into the export market of jewellery and conformably produce jewellery for its local consumption. With available market locally and given the advantages in exports, there has been a proliferation of Jewellery shops in recent times. The industry’s has not only attracted Ghanaians but foreigners as well. With such potential entrants, competition is bound to stiffen and it is the aim of the project to find ways of improving performance of Pearl Jewellery in the areas of marketing.