Examining the Marketing Strategies adopted by the Jisonayili Shea Butter Processing Company in Tamale, Ghana

Abstract

Shea butter is a God given natural resource found in northing part of Ghana. Its collection, processing, production and marketing leave much to be desired.  Entirely, the research has a singular mission of unveiling the strategic direction of the Shea industry in other to fully utilize the benefits enshrined in the Shea products; as income, employment, foreign exchange and family budget supplement. This study sought to examine the marketing strategies adopted by the Shea butter industries in the north, particularly, the Jisonayili Shea Butter Processing Company in Tamale metropolis. The research was conducted to examine the marketing strategies by the Shea butter industry. Geographically the study covered only Tamale metropolis and respondents were specifically from Jisonayili Processor Group. Contextually, it focused on the marketing aspects of the Shea business.  The findings and conclusions were therefore based on and grounded in the data collected from these respondents.  A case study approach was used for the study since it was an in-depth study of one organization.  Primary data collections approach was based on questionnaires and in-depth interviews for twenty (20) respondents. Secondary data sources included the internet, published academic articles, academic journals, existing text books and so on. There was no sampling because the number of the firm was less than fifty (50). The SPSS was used to analyze the data. The results of the study showed that prices of Shea butter fluctuates based on the demand supply forces in the market. The findings revealed that the industry predominantly dominated by women. Again the findings revealed that the producers have been depending on some outmoded marketing strategies and if given support, the Shea butter business has the possibility to significantly improve the livelihood of the people in the North Region.

Keywords: Marketing Strategies, Shea butter Processing.