An Investigation into the Effect of Personal Selling on Livestock Farmers' Ability to Sell their Products in Ghana's Poultry Industry

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In most communities where poultry products are not commonly consumed, those interested in poultry production must find a way to keep their hands out of hot water when it comes to sales and the cost of making sales. Regardless of the fact that there are a number of marketing strategies available, the marketing performance of some poultry products in our community must be strengthened by the implementation of other strategies in order to increase sales. To that purpose, poultry farmers must employ appropriate strategies to either increase or compensate for the costs of employing them. Poultry farmers will explore using personal selling to market their products as a result of these factors. Personal selling is claimed to be complex to maintain in some studies, but it has been found to be the most effective when it comes to attracting customers, especially when sales are low. This study, looked into how effective personal selling on livestock farmers’ ability is to sell their products in Ghana’s poultry industry. This research attempted to delve into the challenges that poultry farmers encounter while employing personal selling and other marketing strategies that the poultry farmers or industry use. It also looked at the steps involved in putting the personal selling strategy into practice for poultry farmers. The study employed the mixed method which is the combination of qualitative and quantitative analysis in order to obtain data from the poultry farmers and consumers. Personal selling is used by all of the farmers who were interviewed as part of their marketing efforts. Personal selling is used by 3 out of 10 people (30%) as their sole marketing strategy, while the remaining 7 employ both personal selling and advertising. The average frequency with which the farmers used the indicated marketing strategies was 8.1 for all farmers, but the average was 7.3 for farmers who solely used personal selling.
Undergraduate Thesis Submitted to The Department of Business Administration, Ashesi University College in Partial Fulfillment of the Requirement for the Award of Bachelor of Science Degree in Business Administration
Yirenkyi, B. A (2022). An Investigation into the Effect of Personal Selling on Livestock Farmers' Ability to Sell their Products in Ghana's Poultry Industry. Ashesi University, Berekuso. 44pgs.