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An evaluation of the perceptions and marketing practices of nontraditional exporters in Ghana
Author(s) -
OwusuFrimpong Nana,
Mmieh Frederick
Publication year - 2006
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.20131
Subject(s) - marketing , business , promotion (chess) , perception , profit (economics) , government (linguistics) , sample (material) , respondent , agriculture , economics , political science , politics , ecology , linguistics , philosophy , chemistry , chromatography , neuroscience , law , biology , microeconomics
This article evaluates the marketing practices of nontraditional exporters (NTEs) and their perceptions of the Ghanaian government's export promotional activities and prescribes a procedure for export promotion for the country. The result shows that from a sample of 92, over 73% of respondents are from woodwork, textiles, and agricultural production. NTEs account for over 24% of the country's total exports. The Ghana Export Promotions Council (GEPC) and exhibitions are perceived to be the most effective sources of information by the exporters. Evidence shows that exporters consider growth and profit opportunities that are proactive motives as the most important factors for initiating exporting. Over 50% of the respondents have no formal planning procedures or set of objectives, and about 13% achieve a turnover of over U.S.$6 million. The application of the marketing concept by the respondents is at an embryonic stage. The exporters consider high banking charges, low capacity usage, and poor technology as the major problems that affect their business operations. © 2007 Wiley Periodicals, Inc.