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PROMOTIONAL PRACTICES AMONG MICRO SHEA BUTTER BUSINESSES IN 

NORTHERN GHANA 

 

 

 

 

 

 

BY 

 

 

 

 

 

 

 

 

BARAKA ISSAHAKU 

10877370 

 

 

 

 

 

THIS THESIS IS SUBMITTED TO THE UNIVERSITY OF GHANA, LEGON IN 

PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MA 

COMMUNICATION STUDIES DEGREE 

 

 

 

OCTOBER, 2023 

 

 

 

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DECLARATION 

I, Baraka Issahaku, do hereby declare that the work presented in this dissertation is credited to my own 

research and findings. References used however, have been duly acknowledged under the supervision of Dr. 

Abena Animwaa Yeboah-Banin. 

 

 

          
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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DEDICATION 

 

 

I dedicate this work to my Rabb, Allah subhana wa ta'ala, whose love, grace and direction has 

brought me to this height. 

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ACKNOWLEDGEMENT 

I give all the glory to Allah for giving me a sense of direction, and showering me with so much 

favor and grace. I say Alhamdulillah. 

To Dr. Abena Animwaa Yeboah-Banin, my astoundingly supportive supervisor, my sincerest 

gratitude to you. Your guidance, assistance, and honest and prompt feedback made completing 

this work possible. 

To my parents, Mr. Alhaji Issahaku Ahmed Tahiru and Madam Hajiah Maria Fuseini for their 

unflinching support and prayers, I say a big thank you. You have always pushed me to be better. 

Finally, I extend my sincere gratitude to the entire Department of Communication Studies for the 

robust and rigorous training given me, it was totally worth my time, energy, and every penny. 

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ABSTRACT 

This study adopts a qualitative research approach and the Technology-Organization-Environment 

theoretical lens to examine how shea butter micro-businesses in Northern Ghana use marketing 

communication tools to promote their offerings. The objective was to find out the specific 

promotion tools they used and to document the benefits and challenges these businesses face in 

promoting themselves. Using in-depth interviews and a focus group discussion, the study found 

that micro shea butter businesses use a combination of promotional mix elements. That is to say, 

these businesses weave in two or more tools of the promotional mix, which are, personal selling, 

advertising, public relations, and publicity among others in order to reach their target markets. 

Generally, their tendency is to shun traditional advertising in favor of online advertising. 

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TABLE OF CONTENTS 
 

 

 

DECLARATION ........................................................................................................................... i 

DEDICATION ............................................................................................................................. ii 

ACKNOWLEDGEMENT .............................................................................................................. iii 

ABSTRACT ................................................................................................................................ iv 

TABLE OF CONTENTS ................................................................................................................. v 

CHAPTER ONE ........................................................................................................................... 1 

INTRODUCTION ........................................................................................................................ 1 

1.0 Background ................................................................................................................................ 1 

1.1 Shea Butter Markets ................................................................................................................... 2 

1.2 Shea Butter Industry in Ghana .................................................................................................... 3 

1.3 Problem Statement ..................................................................................................................... 4 

1.4 Objectives of Study ..................................................................................................................... 6 

1.5 Research Questions .................................................................................................................... 6 

1.6 Significance of Study ................................................................................................................... 7 

1.7 Definition of Terms ..................................................................................................................... 7 

1.7.0 Micro Businesses .................................................................................................................. 7 

1.7.1 Promotional Activities ........................................................................................................... 7 

1.8 Organization of Study ................................................................................................................. 8 

CHAPTER TWO LITERATURE REVIEW ......................................................................................... 9 

2.0 Introduction ............................................................................................................................... 9 

2.0.1 Technology-Organizational-Environmental Theory ................................................................ 9 

2.1 Technology-Organization-Environment Framework ................................................................... 10 

2.1.1 Technology ......................................................................................................................... 10 

2.1.2 Organizational .................................................................................................................... 11 

2.1.3 Environmental .................................................................................................................... 11 

2.2 Related Studies ......................................................................................................................... 12 

2.2.1 SMEs and Promotion Strategies ........................................................................................... 12 

2.2.2 The Promotional Mix .......................................................................................................... 14 

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2.3 Research Gaps .......................................................................................................................... 16 

CHAPTER THREE ...................................................................................................................... 20 

METHODOLOGY ...................................................................................................................... 20 

3.0 Introduction ............................................................................................................................. 20 

3.1 Empirical Setting ....................................................................................................................... 20 

3.2 Research Design ....................................................................................................................... 20 

3.3 Population ................................................................................................................................ 21 

3.4 Sampling .................................................................................................................................. 21 

3.5 Data Collection Instrument ....................................................................................................... 22 

3.6 Data Collection Procedure ......................................................................................................... 22 

3.7 Data Analysis ............................................................................................................................ 23 

3.8 Ethical Considerations ............................................................................................................... 23 

CHAPTER FOUR ....................................................................................................................... 24 

PRESENTATION OF FINDINGS .................................................................................................. 24 

4.0 Introduction ............................................................................................................................. 24 

4.1. Motivations for adopting business promotion ..................................................................... 24 

4.1.1. Reaching larger markets ..................................................................................................... 25 

4.1.3. Social Impact ..................................................................................................................... 26 

4.1.4. Business Competition ......................................................................................................... 27 

4.1.5 Business Size ...................................................................................................................... 28 

4.1.6 Level of Expertise ................................................................................................................ 28 

4.2 Promotional practices employed by micro scale shea butter businesses in Northern Ghana? ....... 29 

4.2.1. Advertising ........................................................................................................................ 30 

4.2.2. Public Relations/Publicity ................................................................................................... 31 

4.2.3. Personal Selling .................................................................................................................. 33 

4.2.4. Word-of-Mouth ................................................................................................................. 34 

4.3 Benefits derived by micro shea butter business owners in Northern Ghana from business 
promotions .............................................................................................................................. 35 

4.3.1 Branding ............................................................................................................................. 35 

4.3.2. Increased sales & Demand ................................................................................................. 36 

4.3.3. Business Development ....................................................................................................... 37 

4.4 Challenges micro shea butter businesses face in trying to promote their businesses ................... 37 

4.4.2. Resource Limitation/Financial Constraints .......................................................................... 38 

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4.4.2 Difficulty of Use .................................................................................................................. 40 

CHAPTER FIVE ......................................................................................................................... 42 

DISCUSSION OF FINDINGS AND CONCLUSION .......................................................................... 42 

5.0 Introduction ............................................................................................................................. 42 

5.2. Contextual Factors driving micro shea butter businesses in Northern Ghana to promote their 
business and products .............................................................................................................. 44 

5.3.1 Technology ......................................................................................................................... 44 

5.3.2 Organization ....................................................................................................................... 45 

5.3.3 Environment ....................................................................................................................... 45 

5.3 Benefits and Challenges of Business Promotion ......................................................................... 46 

5.4 Conclusion ................................................................................................................................ 47 

5.5 Limitations of study and recommendations for future studies .................................................... 49 

REFERENCES ................................................................................................................................... 50 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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CHAPTER ONE 

INTRODUCTION 

1.0 Background 

Shea butter is a vegetable fat extracted from fruits of the shea tree mostly found in the Northern 

part of Ghana.  

Shea butter holds a paramount status as a vital global resource, playing a critical role in the 

cosmetics, pharmaceuticals, and food sectors due to its great properties (Naangmenyele et al., 

2023).  Of particular significance to the cosmetics industry, shea butter offers a myriad of 

advantages. As affirmed by (Tanzile et al., 2023) unrefined shea butter has demonstrated its 

efficacy in promoting skin healing and combating issues such as dry skin and rashes. 

This all-important material is mostly produced in Africa; which produces about 1,760,000 tons of 

shea butter annually (Mohammed et al, 2013). According to research conducted by the African 

Journal of Biochemistry Research (2018) Africa produced an estimated 1, 760,600 tonnes of shea 

nuts annually. For processed shea butter, however, about 90% of it goes to the food industry 

(Global Shea Alliance). 

The production of shea butter is generally tedious and time-consuming due to the indigenous 

processes employed in its production. In Northern Ghana, shea butter is predominantly done by 

women using techniques passed onto them by their ancestors (Banye, 2015). The businesses are 

usually in cooperatives which helps them gather enough funds for the business as well as a better 

chance of getting clients to buy their products. Even though they work in cooperatives, the market 

is fast changing in its dynamics and places on these women an ever-increasing need to imbibe 

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contemporary business practices. This study seeks to know and understand the promotional 

practices employed by these micro shea butter businesses. 

1.1 Shea Butter Markets 

Based on conservative projections in the West African Trade Hub (WATH), local markets account    

for just over half (55%) of the total shea kernel and shea butter production, while the remaining 

45% is destined for export (Tanzile et al, 2023).  

For other studies, Africa consumes about 75% of shea butter products produced in the sub-Saharan 

region. Today, China leads with the most consumed shea butter with an import rate of about 11.51% 

representing a staggering $ 454.0m (Tridge Intelligence, 2020). 

The domestic marketplace for shea butter is a cluster of urban markets in West Africa such as 

Accra, Ouagadougou, Abidjan, Abuja, Dakar, Bamako, Lome, Cotonou, Lagos, Ibadan, Kano, 

Nouakchott, Banjul, Niamey, Conakry and others. However, Ghana, Nigeria and Uganda are the 

largest shea butter producing countries (CBI, 2021). 

According to Asante-Dartey et al (2009), due to the improvement in shea butter production with 

the help of mechanized systems, there has been an exponential increase in international market 

sales through exports. 

Additionally, recognition from the United States of America’s market has influenced the growth 

of shea butter usage in the cosmetic industry (Loveth, 2004). Shea butter for most high-end brands 

in the skin and personal care industries is considered a “hot” product (Stathacos, 2004). 

Today, the global demand for shea butter has skyrocketed and by 2028, it should exceed $3.5 

billion U.S dollars. (Prosper, Africa, 2021). This, according to analysts, is due to the recent 

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inclination of the generation Y towards shea butter products such as lip balms, soaps, body lotions 

and many more (Research Dive, 2021). 

1.2 Shea Butter Industry in Ghana 

In Ghana, shea butter is primarily produced in the northern belt. The shea tree grows in practically 

every region of Northern Ghana, spanning approximately 77,670 square kilometers, including 

Western Dagomba, Southern Mamprusi, Western Gonja, Lawra, Tumu, Wa, and Nanumba, with 

the densest stands found in Eastern Gonja (Sualihu, 2019). The shea butter industry is a 

predominantly female economic activity (Tanzile et al., 2023). 

According to Alhassan (2020) more than 600,000 women primarily sustain their daily livelihood 

through sales of shea butter or shea-related enterprises. The numbers keep rising. Today, 

according to Prosper Africa (2021) we have about 16 million women across 21 African countries 

that are into the shea butter businesses. 

In a study conducted by Alhassan (2020) Ghana was identified as having the potential to produce 

90% of the world's shea butter. This gives more opportunity for shea butter businesses to thrive. 

Considering the fact that shea butter production is the source of livelihood for many women in 

northern Ghana, it is inherent that they adopt practices that makes them compete for the burgeoning 

shea butter market. Today, the export rate of shea butter from Ghana is gradually growing as large-

scale importers and buyers mainly from Europe discover its high value. 

In the last two years, the pandemic, COVID-19 affected every form of business and human activity 

and the shea butter industry was no exception. According to a report from Radio France 

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International’s article in December, 2021, the industry suffered when demand decreased 

drastically, mainly because of the strict adherence to COVID-19 protocols. 

Recently, however, the market has steadily risen and is doing impressionably well, as reported by 

the UNDP in 2021. Despite the promising future of this industry, it is clearly undeveloped, especially 

in countries still using indigenous methods in the production process (Adesiji et al, 2015). 

The women involved in this business do have a firm understanding of the local market but have 

little knowledge about the international market, which makes them lose revenue (Bello- Bravo et 

al, 2015). 

1.3 Problem Statement 

Shea butter production is one of the most significant traditional industries in Northern Ghana, 

serving as the largest source of revenue for many women there. This essential product is well sought 

after in Ghana and beyond for food, cosmetics and many more.  They make a substantial 

contribution to the stability of the Ghanaian economy and the alleviation of poverty in the rural 

sector, as affirmed by the World Bank (2014). 

However, the industry largely maintains traditional practices, which hinders its development. 

Research by Sualihu (2019) highlighted that despite efforts to advance the shea butter industry, 

shea processors in the northern region continue to grapple with substantial challenges, primarily 

stemming from the lack of standardized and effective promotion of shea butter products. Without 

the right promotion of the product, it would continue to be a challenge in Ghana (Alhassan, 2020). 

. 

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Admittedly, the majority of marketers are aware and understand that market orientation improves 

performance when businesses place a strong emphasis on the three core competencies that 

undergird their businesses: internal focus, competitive focus, and customer focus. Unfortunately, 

these above-mentioned areas of interest may not be equally crucial for micro and small businesses 

in rural communities in second world countries, like the shea butter businesses in Northern Ghana 

(Steel & Andah, 2003). 

Furthermore, women engaged in shea butter production in rural areas are primarily responsible for 

the production and retail trade of shea butter. This is in contrast to middleman suppliers who can 

more readily leverage regulatory and operational support to participate in wholesale and export 

trade due to their expertise in promoting the shea butter product (Sikpaam et al., 2019)  

A lot of studies have been conducted on the shea butter industry and the several challenges they 

face in Ghana. Pufaa (2010) in her study discovered challenges such as financial constraints and 

defiant systems in the shea butter industry in Ghana. 

 Mensa (2020) found that high borrowing, lack of market, and regulatory policies as some of the 

hurdles faced by the industry. However, there has been limited exploration into the roles these 

businesses could play in overcoming these challenges, especially concerning marketing and 

promotional activities. 

As the industry expands, partly due to the efforts of poverty alleviation organizations and the rising 

interest in the benefits of shea butter, there is increasing demand for the product, placing on these 

micro businesses the need to adopt more contemporary business practices including pricing, 

marketing and promotion. However, researchers have questioned the appropriateness of applying 

marketing techniques used by big businesses in advanced economies to sub-Saharan enterprises, 

considering the fact that marketing practices, and by extension promotional tools may differ based 

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on location of the business (Sikpaam et al., 2019). 

Regardless of the fact that a considerable number of studies have been conducted on the marketing 

strategies of micro and small businesses in general, prior research has not explored the promotional 

practices among micro shea butter businesses in Northern Ghana. As a result, leaving both business 

people and academics with insufficient evidence of the techniques employed by micro and small 

business entities or organizations in order to promote their offerings. This presents an opportunity 

to explore their promotional practices while taking note of the benefits and challenges that come 

with the practices they employ. 

1.4 Objectives of Study 

The aim of the study is to explore the promotional practices adopted by micro shea butter 

businesses in Northern Ghana. The specific objectives are: 

1. to document the state of practice of business promotion among micro shea butter businesses 

in Northern Ghana. 

2. to explore the contextual factors that lead micro shea butter businesses in Northern Ghana 

to promote their business and products. 

3. to examine the benefits derived from business promotion as well as the challenges that 

come with it. 

1.5 Research Questions 

1. How do shea butter business owners come to adopt business promotional practices? 

2. How do micro shea butter businesses in Northern Ghana promote their offerings? 

3.  What are the benefits derived by micro shea butter business owners in Northern Ghana 

from business promotion? 

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4. What are some of the challenges micro shea butter businesses face in trying to promote 

their businesses? 

1.6 Significance of Study 

The findings of this study will have an immense contribution to existing literature on promotional 

activities for micro and small-scale businesses in Ghana. Also, the study will provide relevant 

insights to business owners, cooperatives and managers in the shea butter industry on how the 

promotional mix and related activities can be used for the growth and success of their businesses. 

 

1.7 Definition of Terms 

1.7.0 Micro Businesses 

According to the bureau of labour statistics, Business Employment Dynamics, micro businesses 

refer to business owners that employ less than 10 workers. This definition is adopted in this study 

given that the businesses in focus are mostly one-woman businesses with family hands serving as 

support. 

1.7.1 Promotional Activities 

Promotional activities refer to a set of marketing strategies and tactics designed to enhance the 

visibility, desirability, and sales of a product, service, or brand. These activities can include 

advertising, sales promotions, public relations, social media marketing, content marketing, events, 

and various other techniques aimed at creating awareness, attracting customers, and ultimately 

driving sales or achieving marketing objectives (Suryani & Syafarudin, 2021) . 

 

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1.8 Organization of Study 

This research is divided into six chapters. The first chapter presented and set the stage for the 

research. The problem statement, significance of the study, objectives, as well as research 

questions were covered in chapter one. Chapter two encompasses two parts. The theoretical 

framework takes the first part, discussing the theory and related literature which underpins this 

study. The second part explores related literature on promotional practices, related strategies with 

SMEs and shea butter marketing. Chapter three contains the methodology the research adopted. It 

contains the approach, research design, sample and sampling technique, data collection instrument, 

and data analysis technique. In chapter four, data gathered is analyzed and presented. For the 

purpose of this study, the analysis was conducted in a thematic manner prior to an inductive coding 

process. The final chapter, which is chapter five, entails the conclusions and recommendations 

drawn from the study, as well as limitations that come with the study which gives an idea to other 

researchers on the possible gaps to fill. 

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CHAPTER TWO 

LITERATURE REVIEW 

2.0 Introduction 

This chapter presented the theory upon which this study is based. The literature was reviewed on 

promotional activities employed by businesses with particular attention to micro businesses. The 

study appropriates the logic of the Technology-Organizational- Environmental theory (TOE) to 

understand the contextual factors shaping the business promotional practices of micro shea butter 

businesses in Northern Ghana. 

The second part of the chapter reviews a significant amount of these studies on promotional tools 

and practices that are being employed by MSMEs and multinational businesses alike around the 

world 

2.0.1 Technology-Organizational-Environmental Theory 

 

 

(Tornatzky & Fleisher, 1990) 

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2.1 Technology-Organization-Environment Framework 

The study was based on the Technology-Organization-Environment (TOE) framework, originally 

developed by Tornatzky and Fleisher in 1990. This framework explores factors influencing an 

organization's choice to adopt a specific technology or activity. TOE comprises three key 

dimensions: the technological aspect, as detailed by Kaufman and Walden (2001); the 

organizational aspect, examined by Chatterjee et al. (2002); and the environmental dimension, 

studied by Kowath and Choon (2001). 

2.1.1 Technology 

The technological aspect of the theory mainly looks at the internal and external criteria of an 

activity before adoption and implementation of the idea or innovation.  

By applying the TOE framework, businesses can make more informed decisions about adopting 

new technologies, which can lead to improved competitiveness, efficiency, and strategic 

positioning in a dynamic business landscape. This framework continues to be a valuable tool in 

understanding the complexities of technology adoption and its impact on organizations (Chittipaka 

et al., 2023). 

With promotional activities in mind, a business’s choice of promotional tool among the mix will 

depend largely on their knowledge about the technology that may be needed and the business’s 

readiness to handle the related requirement with the adoption of the desired activity (Malik et al., 

2022). 

Most micro and small businesses believe promotion is all about advertising and others refer to the 

two distinct phenomena as one and thus choose to run from it believing it is reserved for giant 

companies mainly because of its technological and financial demands. (Milano, 2019) For instance 

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the introduction of social media advertising and promotions requires a fair understanding of the 

technology which seems to be a problem of most s mall and micro businesses. It is no surprise, 

since lack of knowledge of a technology may influence whether or not a business will employ it. 

That being said, the antecedents to consider in the technological aspect of the model will be the 

expertise, infrastructure and know-how of the business as emphasized by (Chittipaka et al., 2023) 

2.1.2 Organizational 

In the organizational context, key factors include the size of the business, its scope, and its overall 

preparedness to embrace specific innovations or actions, such as promotional activities. As 

previously mentioned, many MSMEs are hesitant to engage in business promotion, primarily due 

to a lack of knowledge and financial resources (Al Hadwer et al., 2021). 

However, despite this phenomenon, some micro and small businesses still show willingness to 

adopt promotions as part of their business. In a study conducted by Todorova and Zhelyazkov 

(2021), they stressed that the communication mix elements are a vital tool for every company and 

thus every organization should evaluate how to use and benefit from them in the greatest way 

possible for the company. Most importantly, it is crucial for manufacturers and merchants in terms 

of sales success, creating awareness of their products, and retaining customers (Nguyen, 2019). 

That is to say, the use of a particular promotional activity is therefore not the end-user’s decision, 

rather that of the organization and its surrounding pressures. 

2.1.3 Environmental 

The theory posits that, on the aspect of environment, there are external antecedents such as 

consumer readiness, competitive pressure and government policies which influences the adoption 

of a promotional activity (Noor et al, 2013). Companies are motivated by competition to find new 

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ways to inform their clients, not just to acquire market share, but also to maintain what they 

currently have. Companies get a competitive advantage and improve their efficiency by investing 

in promotional activities such as advertising, public relations, sales promotion, personal sales, and 

direct marketing (Todorova & Zhelyazkov, 2021). 

Today, a lot of businesses have moved from conventional to digital based marketing (Ndekwa 

&Katunzi, 2016). That notwithstanding, government support is an environmental factor that plays 

a significant role in the adoption of innovations. Policies and regulations can motivate or discourage 

firms from embracing some promotional activities (Seethamraju, 2015). 

Additionally, the issue of environmental uncertainties can facilitate or impede the use of 

technologies (Chong & Olesen, 2017). For instance, the current spike in the use of social media 

for e-businesses is the factor of COVID-19 pandemic, which fits into the environmental context. 

The norm of personal selling and word of mouth has reduced drastically and given way to 

electronic word of mouth and marketing (Nguyen, 2019). This means, these small and micro 

businesses will lag behind in business success if they do not adopt the latest technologies for their 

businesses and continue to use the traditional word of mouth (Seshadrinathan & Chandra, 2021). 

2.2 Related Studies 

2.2.1 SMEs and Promotion Strategies 

Promotion is a way of communicating information between a business and a potential buyer in 

order to influence a desired behavior (Shekhar & Tilmo, 2017). Small and Medium-sized 

Enterprises (SMEs) often face unique challenges when it comes to promotion strategies (Osano, 

2019). These businesses, due to their limited budgets and resources, must be creative and strategic 

in their marketing efforts. SMEs may rely on digital marketing, social media, local advertising, 

and word-of-mouth to reach their target audience (Hossain et al., 2022; Osano, 2019). Furthermore, 

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they often prioritize building strong customer relationships and emphasizing the quality and 

uniqueness of their products or services. The ability of SMEs to adapt and tailor promotion 

strategies to their specific needs is a crucial factor in their success in the competitive business 

landscape (Hossain et al., 2022; Osano, 2019). 

Moreover, SMEs benefit from their agility and ability to quickly respond to market changes and 

trends. This flexibility allows them to fine-tune their promotion strategies swiftly to remain 

relevant and competitive (Saura, 2021). 

In today's digital age, SMEs can harness online platforms, e-commerce, and social media to extend 

their reach and engage with a wider audience. Cost-effective and highly targeted online 

advertising, content marketing, and email campaigns can be pivotal in promoting their offerings. 

SMEs must also consider the local and regional context in which they operate (Malca et al., 2020). 

Tailoring promotion strategies to suit the preferences and demographics of their immediate market 

can be a key driver of success. 

 SMEs face unique challenges and opportunities in the realm of promotion strategies. Their 

nimbleness, adaptability, and creative approaches are essential for effectively reaching their 

audience and carving out a niche in the business world (Malca et al., 2020; Saura, 2021). 

As technology continues to evolve, SMEs should stay informed about the latest marketing tools 

and trends. This includes the use of data analytics to better understand customer behavior and 

preferences, allowing for more precise targeting and personalized marketing strategies. 

Implementing customer relationship management (CRM) systems can help SMEs manage and 

nurture their customer base effectively (Pertuz & Pérez, 2021). 

Customer reviews and testimonials play a vital role in promoting SMEs, as they build trust and 

credibility. Encouraging satisfied customers to share their experiences online can be a powerful, 

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low-cost promotion strategy (Malca et al., 2020; Pertuz & Pérez, 2021). 

SMEs should not underestimate the importance of employee engagement and advocacy. When 

employees are passionate about their work and the company they represent, they can become 

valuable brand ambassadors, amplifying the reach of promotional efforts (Burhan et al., 2021; 

Pertuz & Pérez, 2021). 

SMEs can thrive in the competitive business landscape by employing a combination of traditional 

and digital promotion strategies, fostering strong brand identity, leveraging community ties, and 

adapting to emerging technologies. Continuous learning and flexibility are key factors in their 

marketing success (Malca et al., 2020). 

2.2.2 The Promotional Mix 

The promotional mix (marketing communications) entails generally marketing communication 

tools such as advertising, public relations, sales promotion, personal selling, direct marketing and 

others. (Jasmani & Sunarsi, 2020) however argues that, the traditional promotion mix is but four 

only and they are advertising, sales promotion, personal selling and publicity.  (Farantika et al., 

2019) defines marketing communications as the strategies, tactics and activities employed to 

achieve a desired marketing goal. That is sending the right message to the targeted audience 

through the right medium or channel. The combination therefore of two or more of these marketing 

communication tools is called integrated marketing communication. According to (Jasmani & 

Sunarsi, 2020), integrated marketing communication, a process which is widely employed by most 

micro businesses, where there is an integration of the promotion mix to achieve business goals. 

However, (Farantika et al., 2019)opined that MSMEs use the concept of integrated marketing 

communications quite differently as compared to larger business entities, particularly due to their 

entrepreneurial skills. That notwithstanding, the promotion mix can be used to their fullest extent 

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as individual marketing communication tools. 

Esposito (2013) opined that, managers and facilitators of micro businesses and other dimensions of 

enterprises tend to adapt the combination of marketing communication tools such as advertising 

and exhibitions in order to grasp market opportunities. Given the introduction of the web 2.0 as a 

platform for promotion, Rejonen and Laukanen (2010) assert that it is an efficient and effective 

tool for marketing communications. 

Other promotional or marketing communication practices such as personal selling, internet 

presence were observed to have active engagements by these small businesses (Centeno & Hart, 

2012). According to Hogarth-Scott et al (1996), one of the commonly used marketing 

communication practices is Word-of Mouth (WOM). Considering the bottlenecks micro 

businesses face, the WOM suits their situation just well. The managers of these micro and small 

businesses depend on their personal contacts. However, this form of promotion can be self-limiting 

(Stokes, 2000). 

This finding was corroborated by Gabrielli and Balboni (2010) which showed that indeed, Small 

and Micro businesses rely on interpersonal and intra-personal relationships in order to promote 

their business.  

The promotional mix is an integral part of a company's marketing strategy, encompassing various 

tools and techniques used to effectively engage the target audience (Jasmani & Sunarsi, 2020). 

These tools include advertising, which involves paid communication through media channels to 

raise awareness and interest in products or services, sales promotion through short-term tactics like 

discounts and contests, public relations activities to build a positive image and reputation, personal 

selling, direct marketing reaching out to customers directly through channels like email and online 

advertising, and digital marketing that utilizes online platforms like social media, content 

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marketing, and SEO to connect with the audience in the digital space (Jasmani & Sunarsi, 2020; 

Suryani & Syafarudin, 2021). The selection of elements in the promotional mix depends on factors 

such as the nature of the product, the target audience, the budget, and specific marketing objectives. 

Often, an integrated approach is used, combining multiple elements to create a cohesive 

promotional strategy that resonates with the audience and helps achieve the desired marketing goals 

(Jasmani & Sunarsi, 2020) . 

The success of a promotional mix is measured by its ability to effectively reach and influence the 

target audience, while also contributing to the company's overall success in the market (Farantika 

et al., 2019). It's a dynamic aspect of marketing that evolves with changes in consumer behavior 

and technology, requiring businesses to remain agile and adapt their promotional mix to stay 

competitive in the ever-changing marketplace. By carefully selecting and integrating the right 

promotional elements, businesses can maximize their marketing efforts and achieve their desired 

outcomes (Farantika et al., 2019; Suryani & Syafarudin, 2021).  

Businesses must also continuously evaluate the effectiveness of their promotional mix to ensure it 

aligns with their evolving marketing objectives. This evaluation includes tracking key performance 

indicators, monitoring customer responses, and analyzing market trends (Amankwah & Asare, 

2019). As consumer behaviors change and new technologies emerge, it's essential for companies 

to remain flexible and adjust their promotional strategies accordingly to maintain their 

competitiveness and reach their target audience. In this way, the promotional mix remains a 

dynamic and integral part of marketing efforts, playing a significant role in a company's overall 

success in the marketplace (Amankwah & Asare, 2019; Jasmani & Sunarsi, 2020). 

2.3 Research Gaps 

In Ghana's shea butter business, there exists a noticeable research gap that presents both challenges 

and opportunities (Mensa, 2022; Sikpaam et al., 2019). Despite the prominence of the shea butter 

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industry in Ghana, limited comprehensive research has been conducted in various critical areas. 

Value Chain Analysis: While there is a growing awareness of the importance of the shea butter 

value chain, in-depth studies on the entire value chain from production to export are relatively 

scarce (Naangmenyele et al., 2023; Sualihu, 2019). Research gaps exist in understanding the 

nuances of each stage, identifying inefficiencies, and exploring ways to improve value chain 

integration and efficiency (Alhassan, 2020; Mensa, 2022). 

Market Development: There is room for more research on exploring new market opportunities 

and expanding the global reach of Ghana's shea butter (Mensa, 2022; Tanzile et al., 2023). 

Understanding consumer preferences, market trends, and export potential in different regions could 

help Ghanaian shea butter producers tap into emerging markets. 

Market linkages in the shea butter industry play a crucial role in connecting producers to consumers 

and expanding the reach of shea butter products (Abdullahi & Baba, 2020). These linkages involve 

various intermediaries, stakeholders, and marketing channels that facilitate the flow of shea butter 

from its source to end-users. Market linkages provide several key benefits: 

Access to Wider Markets: Market linkages enable shea butter producers to access regional, 

national, and even international markets, expanding their customer base and increasing sales 

opportunities (Abdullahi & Baba, 2020; Opoku–Mensah, 2023). 

Quality Assurance: Intermediaries and organizations involved in market linkages often provide 

training and resources to ensure shea butter products meet quality standards and customer 

expectations (Abidemi & Hamilton-Amachree, 2021). 

Price Stabilization: Market linkages can help stabilize shea butter prices by connecting producers 

with buyers and creating a more competitive marketplace (Abidemi & Hamilton-Amachree, 2021; 

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Oso et al., 2022). 

Information Exchange: Producers can benefit from market information, such as market trends, 

pricing, and consumer preferences, which helps them make informed decisions about production 

and marketing strategies (Opoku–Mensah, 2023; Oso et al., 2022). 

Sustainability: Market linkages can encourage sustainable shea butter production practices by 

promoting environmental conservation and responsible sourcing (Abidemi & Hamilton-Amachree, 

2021; Oso et al., 2022). 

Market linkages are a vital component of the shea butter industry, fostering economic growth, 

promoting sustainable practices, and improving the livelihoods of those involved in the value chain. 

These linkages help bridge the gap between producers and consumers, facilitating a more efficient 

and profitable shea butter industry (Abidemi & Hamilton-Amachree, 2021; Oso et al., 2022). 

Sustainability and Environmental Impact: Shea trees are integral to the industry, and research 

gaps exist in sustainable harvesting practices and environmental impact assessment (Mensa, 2022; 

Sikpaam et al., 2019; Tanzile et al., 2023). There is an opportunity to conduct more research on 

how to ensure the long-term viability of shea trees and minimize environmental degradation. 

Quality Standards and Certification: Research on quality standards, certification processes, and 

compliance with international regulations for shea butter is essential for market access (Sikpaam et 

al., 2019; Tanzile et al., 2023). There is room to explore how Ghana's shea producers can meet 

global quality requirements and differentiate their products in international markets. 

Also, most of the previous studies allow only mechanistic understanding of business promotion by 

MSMEs. Lots of research regarding promotion of business have focused on various products but 

little or no concern has been shown to Micro-Shea Butter especially one that is produced in the 

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northern part of Ghana where Shea Butter is produced the most. Few researches have carefully 

dwelled into promotional practices adopted by Northern Businesses who are into the Shea Butter 

Business.

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CHAPTER THREE 

METHODOLOGY 

3.0 Introduction 

The study is essentially an exploratory research and sought to examine the promotional practices 

among shea butter businesses in Northern Ghana. This chapter covers the methodology and 

strategies utilized to carry out the study to its logical conclusion (Rajasekar et al, 2006). It entails 

the sampling technique and size, data collection method and instrument, population, the unit of 

analysis and techniques of data analysis. 

3.1 Empirical Setting 

The study was specifically within the Tamale, Bolgatanga, Zebilla and Anateem areas within the 

Northern zone. Northern Ghana was chosen because the subject under study, which is shea butter 

business, is mainly operated within the rural areas of Northern Ghana due to its savannah 

ecological zone which is suitable for growth of the shea trees (UNDP, 2021). 

3.2 Research Design 

For this research, the qualitative research approach was adopted. Qualitative research is defined as 

“an interpretative approach, which attempts to gain insight into the specific meanings and 

behaviors experienced in a certain social phenomenon through the subjective experiences of the 

participants” (Cathryne & Amanda, 2006. P. 16). This implies the subjectivist or social 

constructivist paradigm as opined by Guba and Lincoln (1994). This is to say, the approach gives 

an opportunity to acquire in-depth knowledge, which is very intricate in exploratory researches 

like this, which cannot be gained by the alternative approach (Cropely, 2021). Additionally, 

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Johnson and Christine (2012) affirm that data gathered from qualitative research is best for factual 

and descriptive information. (p. 29-32). Since the unit of analysis for this study is the micro shea 

butter businesses, this approach was best to unify the purpose of the study and the participants’ 

contribution (Lichtman, 2013. P.4). 

3.3 Population 

The study focused on micro shea butter business owners located in Ghana's Northern Region and 

Upper East Region. These two regions were selected because they are endowed with lots of shea 

trees and it shares boundaries with other regions like savannah Region and North East regions to the 

Northern Region and Upper West Region to Upper East Region within the zone which allows for 

inflow of shea products like nuts. The unit of analysis for this study is the micro shea butter business. 

3.4 Sampling 

This study employed the purposive sampling, a non-probability sampling technique. According to 

Babbie (2014), purposive sampling is a technique in which the units to be observed are selected 

on the basis of the researcher’s judgment about which ones will be the most useful or 

representative” (p. 200). This sampling technique is also known as the judgmental or selective 

sampling (Sharma, 2017). In order to fulfill the needs of the study, this technique was adopted due 

to the knowledge or expertise the participants of the study are required to possess (Thornhill, 

Saunders & Lewis, 2009). The use of the purposive sampling technique was to help the researcher 

make the most out of the small population of interest as well as cut on cost and save time. 

Additionally, by virtue of the knowledge, experience and location of the informants, who are shea 

butter business owners in Northern Ghana, the purposive sampling technique was the best 

technique for the study (Lewis & Sheppard, 2006). 

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Ten (10) micro shea butter businesses were sampled. They were; Hope Givers Enterprise, ABM, 

Titiaka Bosum Shea Centre, Maltiti Enterprise, Anateem Shea butter women group, Suglo 

Mboribuni Women’s Group, Sabruka Shea Village, ZLB Enterprise, Mushada Shea Business and 

Hajia Saffy Enterprise. Participation was limited to businesses considered micro businesses, 

directly into the production and sales of the shea butter and also located within the northern sector 

of Ghana. This was ensured by using the screening questions to prove they were the right fit of 

participants for the research (Brace, 2008). 

3.5 Data Collection Instrument 

Data was collected through in-depth interviews and focus group discussions. In- depth interviews 

and focus group discussions are both qualitative data collection tools. The interviews were 

conducted using a semi-structured interview guide This choice of data gathering tool is to allow 

follow-up questions when new issues emerge (Newing et al, 2011). The instruments comprised 

questions exploring the participants’ thoughts about business promotion, their current business 

promotion activities. As well as the organizational, technological and environmental factors that 

drive their use of such activities. 

3.6 Data Collection Procedure 

Data was collected via in-person and phone calls. Prior to the interview and discussion however, 

there were preparatory visits to schedule for the day and time of their choosing for the interview 

and or discussion. 

To avoid data contamination and or sampling bias, respondents and participants were screened 

using the screening questions before advancing into the interview and discussion. The main 

criterion for partaking in the interview or focus group discussion, was to be a shea butter businesses 

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owner or part of a group of shea butter business operators respectively in the Northern part of 

Ghana. With consent from research participants, all interviews that were conducted with the ten 

participants were recorded and later transcribed. Additionally, hand notes were taken to support 

the recordings. The interviews were conducted in both English, Dagbani and Gurune. The ones in 

Dagbani and Gurune were first translated and then transcribed. 

3.7 Data Analysis 

A thematic analysis technique was adopted. Thematic analysis is “a method for systematically 

identifying, organizing, and offering insights into, patterns of meaning (themes) across a dataset” 

(Braun & Clark, 2012, p. 2). The transcripts were coded using the inductive coding style where 

codes are specifically derived from responses of participants. This means, all codes came directly 

from the research content (Braun & Clark, 2012). 

A six-step procedure as adopted by Terry (2016) was used in the analytical process. The process 

commenced by familiarizing with the data gathered. The next step was to read the transcript, 

develop initial codes and identify themes through patterns that may emerge. The identified themes 

were then labeled and categorized. After which, the report was written. Findings were discussed 

bearing in mind the research questions, theory which underpins the study and other related studies 

that were reviewed. 

3.8 Ethical Considerations 

The study was guided by ethical considerations such as consent, anonymity, confidentiality and 

voluntariness and respects of the participants’ right to withdraw at any time. The purpose for the 

study was explained to the participants. They were further assured about the interview being used 

strictly for academic purposes. 

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CHAPTER FOUR 

PRESENTATION OF FINDINGS 

4.0 Introduction 

The research sought to explore the promotional practices employed by micro shea butter 

businesses in Northern Ghana. This chapter presents the findings from the study. The study 

adopted the qualitative research approach. The data collected was through in-depth interviews 

granted by ten (10) shea butter businesses and women groups and presented in themes which 

emanated from the analysis. 

The overarching objective of the study was to explore the promotional practices adopted by micro 

shea butter businesses in Northern Ghana and to explore the benefits they may pose to the growth 

of the sector. To that effect, talking to people who are directly involved in the running of shea 

butter micro enterprises in Northern Ghana was of the essence. The selected interviewees were 

individual shea butter business owners, women groups and cooperatives who deal with the 

production and of shea butter and its related value-added products. 

All interviews were recorded and transcribed. Participants of the focus group discussion were 

labeled as P1 (Participant 1), P2 (Participant 2), P3 (Participant 3) and P4 (Participant 4) and the 

interviews were labeled as R1 (Respondent 1), R2 (Respondent 2), R3 (Respondent 3), R4 

(Respondent 4), R5 (Respondents 5), R6 (Respondent 6), R7 (Respondent 7), R8 (Respondent 8) 

and R9 (Respondent 9). This was done to ensure anonymity. 

4.1. Motivations for adopting business promotion 

In this section, the respondents’ answers provided were about their motivations for promoting their 

businesses. As any business would, there is a defined roadmap or aspiration that leads the business 

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to take some decisions and these micro shea butter businesses owners in Northern Ghana were 

quick to share what their goals and motivations are. According to the data, a drive to reach a larger 

market, impact society, brand themselves as well as operate within standard measures is the key 

factor that motivates the shea micro businesses to promote their offerings. 

 

4.1.1. Reaching larger markets 

The study found that, primarily, the business owners deploy business promotion as a means to 

expand their markets. As explained by R9, she promotes her business to ensure that the money she 

is “investing is coming back bigger and our customers are increasing”. The targets for this 

expanded market reach is not limited to the local Ghanaian market however as expressed by R1 and 

R6 below, who appear to be guided in their business promotion practices by a quest to expand their 

markets: 

For now, we have moved far. But we are still trying to be able to climb higher than where 

we have gotten to… But still with that we need to errh, our goals we are still thinking of 

reaching the other countries. (R1, Interviewed on 27th January, 2022) 

 

And also get customers outside the country. You know these whites like our shea butter. So, 

I am still working on getting the necessary knowledge on exporting and all that. (R6, 

Interviewed on 8th February, 2022) 

It appeared that the micro shea business owners are highly conscious of the prospects of business 

promotion as regards expanding their businesses. This, they view as a means to increase their 

incomes as well. 

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4.1.2. Standardized Operations 

Linked to the desire for market expansion, business owners have recognized that their promotional activities 

encourage them to standardize their offerings, aiming to increase their appeal. These micro shea butter 

business owners identified obtaining certification, adhering to quality standards, and meeting customer 

demands as their primary motivations for self-promotion 

According to R2, after almost 18 years of shea butter business operations, she is still looking to 

meet international standards and become a leading brand. She explains that “we are positioning 

ourselves to the point where we can meet the international quality standards. The major goal is that 

we want to be the leading quality shea butter producer in Africa.” (R2, Interviewed on 3rd 

February, 2022) 

 R1 explained that, “we want to be able to get all the necessary certificates to enable us to serve 

all types of customers from different parts of the world.” (R1, Interviewed on 27th January,2022) 

4.1.3. Social Impact 

Another motivation for the use of promotional tools appears to be the opportunity to affect lives. 

The quest for empowerment, job creation and reduction in female migration are all factors that 

motivate the business practices. For R7, the motivation for promoting the business was to ensure 

the young girls within her community stopped migrating to bigger cities for non-existent jobs. She 

said: 

I started it as a tool to fight against female migration from our communities to the southern part 

of the country. You know they think there are better opportunities for them there and today we are 

proud to say that today we can boast of about a 1000 of them earning a decent living. (R7, 

Interviewed on 8th February, 2022) 

Also, R6 stated that “by the end of this year I want to be able to add more women groups in the 

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shea butter making process”. This was re-echoed by R5 who explains his motivation for seeking 

to grow his business through promotion as: 

The aim is to give our women, the women of Doba, a better living condition. You know, these 

women have been making this nice shea butter for ages but don’t enjoy the real impact. Meanwhile, 

shea butter is gold. Yes. It’s gold and we need to bring these women close to the wealth their hands 

generate. (R5, Interviewed on 5th February, 2022). 

4.1.4. Business Competition 

Interviewees highlighted that they face competition from other shea butter businesses and must 

adapt to the tools and trends prevalent within a specific period 

R7 for instance said: 

… As a business woman, I definitely observe what happens around me, trends, what other 

businesses are doing that are working or failing, and then, you know, guide myself. Sometimes 

they backfire other times they work. So, it is quite difficult identifying what competitor to draw 

ideas from when using the promotional activities. (R7, Interviewed on 8th February, 2022). 

Besides, R6 also indicated that as a business-oriented person, moving with the trend is a necessity 

to stay in business. She had this to say: 

Maybe other businesses and how they operate sometimes pushes me. No, not sometimes. It has 

pushed already. Deciding to do this recent social media paid advert had environmental influence 

too. See if you don’t do it, your customers can shift to your competitors. So, yhh. It is quite a 

challenge to us. (R6, Interviewed on 8th February, 2022). 

 

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4.1.5 Business Size 

Generally, larger businesses are seen to easily adopt promotional tools as compared to smaller ones. 

For some of the interviewees, the size of their dependents and employees and customers plays 

an important role in deciding the promotional tools to be employed. As indicated by one of the 

interviewees, the number of women groups in her business influences her to employ tools that bring 

her wider reach and better results which is increased sales. This, according to her, will enable them 

to get paid. 

Furthermore, during the focus group discussion, a participant explained that their selection of 

promotional tools is tailored to their specific market, which is located in Anateem 

 Explaining that, upon financial and resource increase, they may employ other promotional tools 

like advertising. 

Right now we don't have a shop where we will sit and do the shea butter. We don't have the money 

to make a lot of shea butter so we don't want to rush and use social media because we cannot 

supply big orders. uhuh! Maybe when we are able to get more money to increase, we will use the 

advertising and the social media things. (P4, Discussed on 21st January, 2022) 

 

4.1.6 Level of Expertise 

Knowledge is essential to properly operate in any line of activity or business. In fact, the shea 

butter making process itself is one that needs constructive and comprehensive know-how as has 

been transferred from several generations.  

Hence, it is not surprising that some study participants mentioned avoiding certain promotional 

tools, like advertising, due to their lack of familiarity. Micro shea butter businesses tend to gravitate 

toward tools they are comfortable using, which also tend to be less troublesome. For instance, R1 

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stated, 'Using exhibitions and word-of-mouth to promote my business is easier and more cost-

effective than dealing with media services, as I lack the expertise.' (Interview conducted on 3rd 

February 2022) 

For some micro shea butter businesses, the need to personally operate these tools is unnecessary, 

as they have individuals with the requisite knowledge and skills to manage this aspect of their 

business. As one participant, R2, explained: 

'I'm not proficient in English. My primary role is to ensure timely production and sales of the shea 

butter. My husband and son are responsible for promotional activities, particularly my son, who 

is adept at online marketing and photography. So, I'm not concerned about it.' (R2, Interviewed 

on 3rd February 2022).  

4.2 Promotional practices employed by micro scale shea butter businesses in Northern 

Ghana? 

All the components of the promotional mix play distinct roles, each with its own set of advantages 

and disadvantages. Some businesses successfully strike a balance and engage in integrated marketing 

communications, utilizing multiple tools. According to the Chartered Institute of Marketing (2004), 

a single promotional tool often lacks effectiveness in isolation. Therefore, it's no surprise that all the 

respondents in this study employed a combination of promotional tools 

In this section, we present the data collected from micro-scale shea butter business owners on their 

actual promotional strategies. 

Four primary promotional tools emerged as being used in combination: Advertising, Public 

Relations/Publicity, Personal Selling, and Word-of-Mouth Promotion. Notably, all respondents 

mentioned social media as one of the channels they use in their promotional activities." 

 

 

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4.2.1. Advertising 

Advertising especially, social media using Facebook and Instagram was the most used channel. 

For instance, businesses such as R1 and R6 engaged mainly in online advertisement. When R6 

was asked what she does to promote her business, she said “…I run paid adverts on Instagram.” 

Also, R1 indicated that: 

…we advertise our business. As I said, through the media, Facebook, WhatsApp, and some of our 

friends outside the country tell their friends too about the business and advertise us on their pages. 

(R1, 27th February, 2022) 

While there's a lot of excitement around social media advertising, some businesses still prefer traditional 

advertising. Studies suggest that traditional advertising can be highly effective in building brand awareness 

and recognition (American Marketing Association, 2018). 

Interestingly, some respondents aim to leverage the strengths of both traditional and online 

advertising, leading to the concept of integrated marketing communications (IMC). This approach 

was endorsed by R2 and R3, who opted to use both traditional and social media for their advertising 

efforts 

In explaining what tools, she uses, R2 said: 

So, we do advertise through radio, through television, and oflate we’re now using social media to 

also advertise the products. Like Facebook, WhatsApp, Twitter and Instagram. Advertising our 

things has really helped our business. (R2, Interviewed on 3rd February, 2022). 

In addition, R3 also confirmed that “apart from social media, we did some advert, when we started, 

we did some radio advertisement.” (R3, Interviewed on 3rd February, 2022) 

 

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Conversely, R8 exclusively relies on social media advertising. He emphasized that traditional 

advertising isn't a primary promotional tool for his business He said, 

“Advertising de, I don’t use it like that. Who has that kind of money? It needs lots of money so if I 

want to advertise, I give money for them to do it on our Facebook page. It’s better than the TV and 

the radio, you see” (R8, Interviewed on 10th February, 2022) 

Apart from these, for some respondents, the purpose of employing advertising is to be able to build 

a brand for themselves. According to these micro shea butter business owners, brand recognition, 

brand growth, sustainability and product extension is how they came to adopt the promotional 

tools. They believe it gets their businesses and brands to be unique and recognized. As explained 

by R8, “at this point we just want to sustain our customers buying from us and maintain our image 

and make more profit.” 

Furthermore, R7 shared the goal of being a recognized brand. She said: 

We are also looking forward to being able to be recognized the world as the destination for 

premium shea butter. So, we are targeting the international market, countries like France, Canada 

and Switzerland. (R7, Interviewed on 8th February, 2022) 

R5 explained that advertising helps elevate their brand competitiveness. He said that, 

…we want to be able to get ourselves known as one of the best producers of quality butter in the 

Upper East Region and also to get a market base for our women and rub shoulders with the 

Northern butter. (R5, Interviewed on 5th February, 2022). 

 

4.2.2. Public Relations/Publicity 

Public relations as defined by the Institute of Public Relations is “the deliberate and planned and 

sustained effort to establish and maintain mutual understanding between an organization and its 

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public” Publicity on the other hand, is about new ideas or editorial comments about a business or 

product (American Marketing Association). There is a thin line between these two concepts that can 

sometimes get blurry for business owners. This is yet another important category identified in the 

responses from the interviewees. The use of social media posts, trade fairs and exhibitions, brochures 

and customer feedback emerged. For example, R9 stated that she engages in trade fairs and 

exhibitions. Since trade fairs are fairly cheaper or even sometimes free, micro businesses such as 

these shea butter businesses take advantage. As R4 said: 

Yes. We do promote it. We always do exhibitions and Facebook. The exhibition is our best. Even 

some are always free. The Global Shea Alliance team usually organizes these exhibitions and so 

we just pay something small to register. Even the last time some NGOs organized some exhibition 

that was free kraa. (R4, Interviewed on 5th February, 2022). 

Also, R5 spoke about using social media to publicize themselves alongside exhibitions. He said: 

 

Right now as we speak, you can check our Facebook page and see for yourself. We post about 

what we do here and I also share some of our activities and products on my WhatsApp. But 

sometimes we go for exhibitions and they interview us and we say something small about ourselves. 

(R5, Interviewed on 5th February, 2022) 

Along with, R2 said that: 

We follow-up with the customers to really find out how they use the products. Based on that we’re 

able to improve to meet their needs. (R2, Interviewed on 3rd February, 2022) 

Some businesses employ brochures and business pitching as part of their promotional efforts. R7, for 

example, mentioned, 'We use advertising, distribute brochures at exhibits, and engage in publicity.' 

As for R5, he shared, 'I am also involved in politics, so I occasionally pitch the business to influential 

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figures. You know, the high-ranking individuals. This way, they might invest, and when they or their 

associates require shea butter, they know we're here.' (R5, Interviewed on 5th February 2022)" 

4.2.3. Personal Selling 

Personal selling plays a critical role in establishing profitable relationships and ensuring post-

purchase satisfaction (Mbogo, 2013). It became evident that personal selling is the predominant 

promotional tool among the sampled businesses. They consider it a traditional yet effective way of 

conducting business. Notably, some of the practices identified within this category include 

'Roaming' and 'Shelving' 

According to interviewees, they do personal selling every other day and it yields them great results. 

For other respondents, it is the only known way to sell their products. This face-to-face tactic is 

done by moving from one place to the other. i.e., offices, homes, events and others. For instance, 

R9 said: “…Also, we go round offices and NGOs to tell them what we offer.” To cement the point, 

P3 explained that “even sometimes, we can go to funeral occasions to inform them about our 

business and offer to supply them with the shea butter.” 

Additionally, P4 said that, 

We roam with the shea butter from house to house and sometimes go to the market with it. If we 

don’t do that then the shea butter won’t sell fast. (P4, Discussed on 21 January, 2022) 

 

To conclude the discussion on the personal selling promotional tool, it is realized that other businesses 

choose to do a stationary form of personal selling by shelving their products and introducing it to 

customers as they walk in. “We normally package some and take them to the market. We have 

some shops that we supply and they sell it for us.” R1 said. 

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4.2.4. Word-of-Mouth 

A few of the businesses interviewed mentioned word-of-mouth as one of their practices adopted 

to promote their businesses and products. Business recommendations, reviews and referrals can 

affect the competitiveness of a business (Özgener & Iraz, 2006). Satisfied customers tend to show 

more loyalty, become returning customers and also very generous in spreading word-of-mouth 

(Sim et al, 2006). This is a strategy some of the sampled businesses ride on. They confirmed that 

feedback from customers encouraged more purchases. As stated by P3. “Even when they come to 

the house to buy and next time another person wants shea butter, the one who bought from us will 

show them.” (P3, Discussed on 21 January, 2022). 

It was emphasized by R8 that: “So our customers also tell others about us. Even my friends do that 

for me.” R4 also said that satisfied customers will always bring you more customers and that has 

been part of her strategy in running her shea butter business. 

Additionally, responses from the interviewees show that this word-of-mouth stretches into online 

as well. The electronic word-of-mouth (E-WOM) is basically done electronically via SMS, social 

media and others. Under the scope of E-WOM, a respondent said that: 

“…we tell our customers to leave us reviews on our social media handles. So, we use them to post 

again and it convinces people to buy from us. At times kraa, we can receive orders from customers 

that were referred to us by our existing customers.” (R2, Interviewed on 3rd February, 2022). 

Almost all the business owners employ word of mouth as a marketing strategy in order to promote 

their business and this is in line with (Farantika et al., 2019)when he asserted that most MSMEs 

employ networking, word-of-mouth and partnership development to promote and market their 

businesses 

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4.3 Benefits derived by micro shea butter business owners in Northern Ghana from 

business promotions 

Promotional tools have been described by many researchers as essential for businesses. Some 

researchers believe promotion has a relationship with the performance of the business (Francis & 

Collins-Dodd, 2004) while others see it giving businesses a competitive edge (Van Scheers & 

Radipere 2008). The data gathered from these micro shea butter business owners from Northern 

Ghana indicated their positive understanding for the use of promotional tools as well as the related 

benefits they can derive from it. Themes such as Branding, Increased sales and demand, expansion 

of customer base and business development emerged as the perceived benefits of employing these 

promotional tools by these micro shea butter businesses. 

4.3.1 Branding 

Researchers such as Keller (2008) have pointed to brand awareness as being the basic knowledge 

of customers recalling or recognizing a brand. Branding plays an important role in several aspects 

of marketing. Brands are a force to reckon with in harnessing sustainable and profitable 

relationships with customers as compared to unbranded businesses. (De Chernatony, & Vallaster, 

2005). Interviewees shared their point of view on promotions and how beneficial the practice is to 

their businesses. P3 of the focus group discussions explained benefits of promotion by stating 

that “we get more buyers and business will expand”. Another respondent established a similar point 

on how beneficial promotional activities are by saying: 

“Yes. We do promote it. We have benefitted paa from these promotion things. See errh, first I 

started with Facebook and all, I wasn’t concentrating on Facebook like that. I was just telling my 

friends about my new business. But when I started adding effort to my Facebook posts and the 

exhibitions, ooh! I started seeing positive results.” (R4, Interviewed on 5th February, 2022). 

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For other businesses, promoting themselves has helped attain brand trust and recognition. R5 said 

that: 

Promoting our business has really helped us. Now our name is known all around Doba, Bolga and 

most parts of the Upper East Region. Also, we are able to sell ourselves to customers around the 

world through our online presence. Because of it, people trust in us and always believe when the 

buy from us, they buy quality shea butter, which will also get to them wherever they are. And you 

know, all this has brought us more income. (R5, Interviewed on 5th February, 2022) 

4.3.2. Increased sales & Demand 

Selling is unarguably a core aspect of most businesses. In fact, it is a part of the promotional mix. 

Promotional activities are focused on the consumer to influence their purchasing behavior  (Jasmani 

& Sunarsi, 2020).  The themes identified in their responses were profit, high sales, and increased 

customer base/size.  It emerged that promotional activities bring about increased sales and demand 

for products. Especially for R1 and R3 who started their businesses in 2017 and 2016 

respectively, the use of promotional tools such as social media like Facebook and Instagram brings 

about an increase in the number of orders or purchases made. 

The other respondents also pointed out an increase in customer base/size. When R7 was asked if 

she promoted her business and what benefits she gains from it, she said: 

oh yes! Very important activity in my business. As we all know, if you start a business, you want 

people to buy. So, when we promote our business, we also get more people coming to buy because 

they have seen it. Promotion is benefitting us. (R7, Interviewed on 8th February, 2022) 

For R9, promotion of her business brought in high sales and more customers. She said: 

I do! I do promote my business. The business gets known by the people and eventually you get 

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more people talking about you. Also, with the going to offices like this, sometimes you will make 

so much sales in a day, you can’t believe it. (R9, Interviewed on 13th February, 2022) 

4.3.3. Business Development 

This category encompasses the themes that represent the advantages of business promotion. Some 

of themes were business expansion, networking, attraction of investors, among others. For instance, 

R4 said: 

So, I mean, promoting the business basically leads you to I mean, other organizations. For instance, 

I get people and NGOs will call me to and say “madam, I want you to come and do training for 

them” For some, I applied for it because of my expertise and skills. I did for MDS, entrepreneurial 

trainings and others. So, the connection is helpful. (R4, Interviewed on 5th February, 2022) 

R7 also said that: 

Oh, business promotion, I mean it brings us investors, sometimes people will call you, “arrh 

madam, there’s this agribusiness competition here, there is this opportunity here, there is this 

here” so we go in for it. So apart from the daily market, there are other opportunities. There are 

trainings, we see, somebody sent me a flyer for a competition. We picked it up, we applied and 

fortunately there are giving us, after training, some two weeks training, they are giving us lots of 

equipment. So, I mean, those are the opportunities. (R7, Interviewed on 8th February, 2022) 

4.4 Challenges micro shea butter businesses face in trying to promote their businesses 

All businesses, especially growing ones, face numerous challenges and these micro shea butter 

businesses are not exempted. This section seeks to unravel the hurdles they face and how they deal 

with them in their quest to promote their businesses. From the data gathered, financial constraints/ 

resources, high cost of media space and competition, emerged as themes. However, all the 

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participants except R8 argued that they haven’t experienced any failed promotional activity. 

4.4.2. Resource Limitation/Financial Constraints 

Micro businesses tend to face a lot of challenges in their operations. As an organizational factor, 

it certainly does have an effect on the choices being made in all aspects of the business including 

promotional tools. It has been asserted that micro and small businesses shun promotions due to 

lack of skills or resources (Verhee & Muhlenberg, 2004) As stated by R3: 

We are a very small social enterprise and so we try to use only the tools that we can afford, but 

also, trying to use a bit of everything within our capability. You know, nowadays, one thing is not 

enough oooh. We pray we get bigger so we can use suitable tools. (R3, Interviewed on 3rd 

February, 2022). 

Also, R4 had this to say when asked about her challenges. She said: 

…You see erh, if our business was bigger, we would have done radio and TV promotions oo. You 

know, the adverts these big big companies do. But now, we are not there yet so we do what we can 

like the social media and exhibitions. Also, I just randomly tell my colleagues to tell their friends 

too. So sometimes people come and say, oh this my friend said you sell shea butter and I want to 

buy some. Even though the knowledge can influence, not like the business size. You can have 

enough knowledge about something but can’t do it. Especially in business. (R4, Interviewed on 

5th February, 2022). 

Furthermore, some respondents explained that the issue of finance is a grave challenge in choosing 

their promotional tools. They added that, when a business chooses promotional tools, they consider 

their finances as well and not only the effectiveness of the tool. Their responses showed codes 

such as poverty and financial challenges. As said by one of the participants of the focus group 

discussion, P2 said: 

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You see, we could even use TV or radio station to announce about our business oo. Hmm. But the 

money. The money to do it or even meet demands that may arise after the announcement is not the 

there. (P2, Discussed on 21st January, 2022) 

R8 explained that the issue of finances has made him inclined towards exhibitions and trade fairs 

which has yielded results, considering that, “Nowadays, everything is money. Sometimes even the 

exhibition, you will pay registration fee or pay for them to give you a stall to showcase your shea 

butter products but it’s still better than the advertising things. With this one, [exhibition] when you 

pay, you know you will get something more for sure. People will always come. Especially the white 

men and the big companies.” (R8, Interviewed on 10th February, 2022). 

More to the point, participants expressed worry on how these financial and resource hurdles not 

only affect their choice to promote but also their capacity to produce to suit the possible increase 

in demand that comes with the business or product promotion. P1 said that, 

To be honest, all these things you have said, it affects the business and our choice of promotional 

mix. See, we are small and we are poor. The best we can produce as a group is 2 basins of shea 

butter, which is shared amongst the four of us. What can we do with two basins of shea butter 

aside selling to our neighbors and at the marketplace? Even now, I am the only one who uses a 

WhatsApp phone. We can snap our shea butter and put it on WhatsApp. If people see, especially 

these foreigners, they will order for plenty, but we don’t have the money to supply high demands. 

So, we don’t want to even use that WhatsApp thing.” (P1, Discussed on 21st January, 2022) 

The responses from participants therefore proves the extent to which the factor of finances and 

resources affects their choice of promotional activities, hence “…because of financial constraints 

we cannot do all the promotions we want to do,” said R1. 

Another significant obstacle noted in the adoption of promotional tools, particularly due to limited 

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resources, is the high cost associated with media airtime and advertising spaces. Respondents 

highlighted that the expense involved in can be a barrier preventing some businesses from 

promoting themselves. Notably, promotional tools    such as advertising, interviewees specifically 

mentioned the high costs associated with television advertising 

They therefore employ other affordable and cost-effective promotional channels like social media 

and exhibitions. A respondent said that, 

So, because of financial constraints we cannot do all the promotions we want to do. There was a 

time like this, we wanted to advertise our products on Joy TV and the amount they were billing 

was too much. That is why we have stuck to our exhibitions and social media. 

 

(R1, Interviewed on 27th February, 2022), 

R6 had this to say: 

I mean as a little business like mine, you cannot get up and start thinking of television adverts and 

all that. But I do think of it, I’m just not there yet. It’s just too expensive for my business at this 

stage. (R6, Interviewed on 8th February, 2022) 

 

4.4.2 Difficulty of Use 

The success of businesses, whether large or small, is closely tied to their marketing strategies and, 

by extension, the effectiveness of their promotional tools. Micro and small businesses, in particular, 

can struggle with growth due to a lack of marketing expertise, a challenge faced by some micro 

shea butter businesses in northern Ghana. The findings revealed that micro shea butter businesses, 

at times, encounter difficulties in using certain promotional tools because of their perceived 

complexity. As one respondent, who fulfills multiple roles including business owner and marketer, 

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pointed out, this juggling act can be exhausting, making it challenging to utilize some of the 

promotional tools due to their intricacies. she said: 

Content creation is not easy oo. and you know the way advertising on facebook, instagram and the 

rest can be.You have to learn the times to post, and even choosing between pictures and videos. 

Even though I have extensive knowledge in marketing, and promoting your business on social 

media, its not a joke. i tell you, it is difficult. especially for one man show like mine, where aside 

the women who produce the butter, I act as the business owner, the person to attend to calls and 

requests, and now come and promote it. But the trends are going there and i have to be there too. 

(R6, Interviewed on 8th February, 2022) 

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CHAPTER FIVE 

DISCUSSION OF FINDINGS AND CONCLUSION 

5.0 Introduction 

The goal of this study was to explore the promotional practices employed by micro shea butter 

businesses in Northern Ghana. The first objective was to document the state of practice of business 

promotion among micro shea butter businesses in Northern Ghana. Secondly, the study sought to 

explore the contextual factors that lead micro shea butter businesses in Northern Ghana to promote 

their business and finally to examine the benefits derived from business promotion as well as the 

challenges that come with it. 

This chapter therefore presents a discussion of the findings of the study organized around the study 

objectives, literature review and theoretical underpinnings of the study This was done to ensure 

the significance of the findings. The latter part of the chapter offers conclusions, recommendations 

based on the study's outcomes, and identifies areas for future research 

The state of practice of business promotion among micro shea butter businesses in Northern Ghana 

According to Kotler and Armstrong (2016) promotional practices entail the combination of all 

business activities undertaken to inform a target market about a business’ products influence 

potential customers to purchase their products and also create awareness regarding their 

businesses. The findings demonstrate that micro shea butter businesses are conscious of business 

promotional practices and thus incorporate them into their businesses in one way or the other. Per 

the findings of the study, a significant majority of the respondents knew what promotional 

practices are. However, some believed promotional practices were only about advertising and thus

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were quick to use advertising and promotion interchangeably. This result is consistent with the 

findings from Milano (2019) which showed that smallest and micro businesses lump up advertising 

and promotion together. 

Whereas studies conducted by Adegbuyi (2011) and Tsikirayi et al. (2013) illustrated that MSMEs do 

not pay attention to promotional practices, responses from the in-depth interviews showed that micro 

shea butter businesses tend to use four main promotional tools i.e., Personal Selling, Advertising, 

Public Relations and Word-of-Mouth. All these have been cited by other studies as promotional 

practices adopted by MSMEs. For instance, Esposito (2013) discovered that managers and facilitators 

of micro businesses tend to adapt the combination of promotional tools such as advertising and 

exhibitions in order to grasp market opportunities. Thus, they employ integrated marketing 

communications as indicated by Polyorat (2014), a process which is widely employed by most micro 

businesses. However, the findings partially negate that of Adegbuyi (2011) and Tsikirayi et al. (2013) 

considering a significant majority of the respondents are conscious of promotional tools and their 

benefits as well actively engaged in their use. 

Besides these main promotional tools, some respondents mentioned the use of social media as the 

main channel for promotion of their businesses.  

Social media has been acknowledged as an effective tool for promoting businesses, particularly small 

and micro businesses (Farantika et al., 2019) From the interviews held, respondents confirmed that 

they promote their businesses on Facebook, Instagram, and WhatsApp due to its cost efficiency. 

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5.2. Contextual Factors driving micro shea butter businesses in Northern Ghana to 

promote their business and products 

Beyond documenting the state of practice of business promotion among micro shea butter 

businesses in Northern Ghana, the study sought to explore the contextual factors that lead micro 

shea butter businesses in Northern Ghana to promote their business. As suggested by the TOE 

model, there are three main factors with corresponding antecedents that plays a role in the choice 

of tools employed. I.e., Technological, Organizational and Environmental factors. By analyzing 

the responses gathered from the in-depth interviews, the responses have been categorized under 

the above-mentioned factors taking into consideration their respective antecedents. 

5.3.1 Technology 

In the context of technology, several interviewees have demonstrated a significant understanding 

of the promotional tools they use and the associated technological requirements. As emphasized by 

Noor et al. (2016), expertise, infrastructure, and business know-how are key factors influencing the 

technological dimension. Nonetheless, some of the interviewees showed that they are not 

particularly concerned about the expertise needed to use a chosen promotional tool as much as they 

are concerned about the resources needed to enable them to enjoy the benefits of the tool. However, 

other respondents referred to the level of expertise they have as a motivation to choosing or shunning 

a particular promotional tool and others mentioned the perceived difficulty of use of the tools as one 

of the challenges. 

This is consistent with the findings of Chong and Olesen (2017) which asserted that, the relative 

advantage of a promotional tool influences its adoption as well as corroborated by the contribution 

of Noor (2016) which asserts that expertise, know-how and infrastructure are the three antecedents 

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of the technological factor. In fact, some respondents, do not undertake the promotion themselves. 

Especially with regard to social media, they employ the services of others. 

5.3.2 Organization 

Based on the findings from the study, it was realized that, micro shea butter businesses in northern 

Ghana consider the size of their businesses and market scope, the readiness of the business and 

other organizational related matters.  From the interviews conducted, it was observed that certain 

micro shea butter businesses avoid specific promotional tools because they, as organizations, are 

not prepared to meet the demands associated with using tools like radio and television advertising, 

or even WhatsApp 

Others embraced the tools because they gave them the needed platform to reach their target market. 

A participant said social media advertising reaches the clients she needs considering she doesn’t 

operate a physical shop where her clients can shop from. This partially negates the assertion of 

Todorova and Zhelyazkov (2021) who think that the choice of innovation is not the end user’s 

decision but that of the organization and its surrounding pressures. It is evident that micro shea 

butter businesses actually consider the end user, who in their case is the buyer of the shea butter, 

when adopting a promotional tool. 

5.3.3 Environment 

In the context of environmental factors, the study's respondents identified various elements that 

served as antecedents in this category, Except for the participants of the focus group discussion, 

all the nine other interviewees mentioned using social media because of the mass interest in the 

use of the said medium by almost everyone. This means that they need to be on the platform where 

their competitors and potential customers are. 

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A participant shared that, being absent from social media means you will be missing out on a lot 

of opportunities as a business person. The finding is consistent with Ndekwa and  Katunzi (2016) 

who reported that most businesses have moved onto the digital space. The internet space is now 

the go-to option. 

Additionally, most of the micro shea butter businesses used public relations and publicity tools 

through exhibition platforms opportunities created by initiatives such as The Global Shea Alliance 

(GSA) and other International organizations. 

 

5.3 Benefits and Challenges of Business Promotion 

The benefits of promotional tools are based on how well it affects specific parts of the business 

and thus, a crucial component in communicating the advantages of a business’s product or service 

to customers or clients is promotion. The adoption of effective promotion plans comes with relative 

business success and these micro shea butter businesses in northern Ghana shared exactly what they 

stand to gain, having employed these promotional tools. 

To start with, all respondents in the study reported that promotional practices bring significant 

benefits to their businesses. The findings of the study indicated micro shea butter business owners 

are indeed conscious of the benefits of promotional practices such as expansion of customer base 

and business, creation of awareness and increased sales and market orders as well as boosting 

client relationships. This is supported by the findings of Gabrielli and Balboni (2010) which 

showed that tools with the phenomenon of promotional practices are essential for MSMEs as they 

come with numerous benefits. Promotion of business by women in the north is mainly to ensure 

that the invested money is retrieved and to retain and grow their

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customer base. This is consistent with Todorova and Zhelyazkov (2021) in whose finding stated that 

the use of promotional tools is to boost the business by increasing sales and retaining clients. 

However, no matter how significant the benefits are, adoption is useless to the business if the 

proportionate benefits cannot be achieved because of lack of funding. Cost, especially in the case of 

advertising, is a significant obstacle for many businesses when it comes to initiating advertising and 

other promotional activities, and micro shea butter businesses are no exception. Respondents 

perceive advertising as costly and often requiring skilled personnel to manage the tool. This 

sentiment aligns with Milano's (2019) assertion that people tend to associate advertisements with 

large corporations. 

Ogechuku and Latinwo (2010) also asserted that most small businesses believe advertising is 

reserved for the bigger companies. This therefore has made these micro shea butter businesses shy 

away from using advertising to promote their business. Additionally, they considered some 

promotional tools difficult to adopt and this posed a challenge to them and their businesses. 

5.4 Conclusion 

The purpose of this study was to explore the promotional practices of micro shea butter businesses 

in Northern Ghana as well as their motivations and challenges in the adoption of these practices. 

The results of this study demonstrate that micro shea butter businesses in northern Ghana do 

practice promotional activities since all the businesses represented in the study employ two or 

more of the promotion mix. 

Aside from that, the findings show that, these businesses adopt promotion tools like personal 

selling, public relations and publicity, word-of-mouth and advertising. The results show that micro 

shea butter businesses in Northern Ghana adopt some form of Integrated Marketing 

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Communication (IMC) by employing more than one promotional tool at a time. This they believe 

gives them a better shot at achieving their goals than sticking to one tool or type of message. 

Regarding the findings for research question three, it was revealed that micro shea butter businesses 

in Northern Ghana recognize and enjoy various benefits of promotional tools when incorporating 

integrated marketing communications (IMC). These benefits include branding, increased sales, and 

business development. 

Lastly, although it appears micro shea butter businesses in Northern Ghana are aware of the 

importance of promotional tools and using them to the best of their ability, there are still challenges 

with the implementation. In fact, literature on related studies suggests that micro and small 

enterprises generally shun promotional activities due to several challenges such as lack of 

resources and skills, despite the presence of some institutional assistance. This appears to be the 

case with regard to some tools within the mix such as advertising. Micro shea butter businesses 

face hurdles such as financial or resources constraints, business competition and expertise in trying 

to imbibe these promotional practices. It is therefore crucial for micro shea butter businesses in 

northern Ghana to be aware of the whole spectrum of promotional tools and of course to carefully 

examine the endless possibilities each of these tools have in store for their businesses. 

while the qualitative approach to the study means the findings of the study may not be 

generalizable, it certainly throws light on the indigenous shea butter industry in Northern Ghana, 

with particular interest on their promotional practices, the motivations behind as well as the 

benefits and challenges therein. 

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5.5 Limitations of study and recommendations for future studies 

A number of limitations were faced in conducting this study. The first limitation was the issue of 

time.  

The research was constrained by a limited time frame, which prevented an in-depth exploration of 

other businesses within the empirical setting. Although micro shea butter businesses from various 

regions of northern Ghana were part of the study, the sample size was relatively small due to time 

limitations. 

The study focused on just 10 micro shea butter businesses in Northern Ghana, hence, making it 

impossible to generalize findings. Accordingly, it is recommended therefore, that