An investigation into marketing challenges affecting manufacturers of footwear in the Kumasi Metropolis

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August, 2016
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In Ghana, footwear plays an essential part of our culture. Almost all the tribes put on footwear as part of their traditional dressing. The study sought to investigate the marketing challenges affecting manufacturers of footwear in the Kumasi Metropolis. Data was collected from two hundred manufacturers of footwear products in the Kumasi Metropolis. The heads of the Business Advisory Council and Kumasi Metropolitan Assembly were also interviewed for relevant data. The study revealed that manufacturers of footwear products employed varied strategies in attracting customers, including designing products to meet needs of customers, offering after sale services, and selling at considerably lower prices, among others. The study further revealed that the first and second major marketing challenges confronting manufacturers of footwear products in the Kumasi Metropolis are the lack of promotion and quality of their products respectively. Other challenges included the presence of competitors and inability to find new markets. The study therefore recommended that the local media should also be sensitized by the national bodies such as the Ministries of Information and Communication, NCCE and Media Commission to spearhead the regular promotion and marketing of footwear products. Also, the Metropolitan Assembly should create the enabling environment to improve upon activities of the footwear industry.
A thesis submitted to the Department of Marketing and Corporate Strategy of the Kwame Nkrumah University of Science and Technology in partial fulfillment of the award of the degree of Master of Business Administration (Marketing).