Assessing the Market Orientation of Cocoa Farmers in Ghana: The Case of the Farmer Business School

Abstract

The purpose of the study was to ascertain the effect of market orientation on the livelihoods of cocoa farmers in Ghana, using the Farmer Business School (FBS) as a case study. Specifically, the study used the descriptive survey design. The population consisted of all cocoa farmers from the six Cocoa Regions in Ghana. Structured questionnaires were administered to a sample of 600 cocoa farmers (participants and non-participants of the FBS) who were selected through the performed on the data collected. Results of the study showed that the effectiveness of the FBS was significant (p<0.05) in improving sustainability of farm activities. Participants of the FBS were found to be more competent in their perceptions of knowledge, attitude and skills (p<0.05) and more market oriented (p<0.05) than the non-participants. A high level of market orientation of cocoa farmers was found to be influenced by entrepreneurial proclivity, innovation characteristics, gender, age, tribe, religion, farm size, yield, source of labour and training of farm workers (p<0.05). Market orientation indicators (customer emphasis, inter-functional coordination and intelligence dissemination) had an effect on the livelihood (p<0.05) of the cocoa farmers. Participation in the FBS had an effect on the livelihood (p<0.05) of the cocoa farmers. Using the FBS module, the study concludes that the market orientation of cocoa farmers can influence the livelihoods of cocoa farmers in Ghana. The study recommends that the FBS is extended to all cocoa farmers in the country since it improved their competency, market orientation and livelihood.