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Latest Article
Groundnut (Arachis hypogaea) Piloting, Production, Aggregation, and Ma...
0

Ekiru Francis Anno*
Unicaf University (UUM), School of Doctoral Studies, Lilongwe, Malawi
33-45
https://doi.org/10.5281/zenodo.20569136

The study examined the elements of groundnut development in Turkana, specifically the piloting, production, and marketing phases, as well as the system for harvest and aggregation. The study objectives derived from the above elements were (i) analyse data and outcomes from groundnut piloting and production phases, (ii) identify strategic challenges in groundnut production and marketing relevant to drylands agroecologies, (iii) propose a groundnut aggregation model suitable for the Turkana context, and (iv) determine the factors impeding the performance and sustainability of groundnut in Turkana based on the production phase results. 26 groundnut production sites were sampled for investigation from 5 sub-counties of Turkana. The pilot results indicated that at maturity, EUGN 2 (groundnut variety) produced a superior yield of 92 pods per plant in 100 days, in contrast to EUGN 1 and indigenous groundnut varieties, which gave 88 and 48 pods in 105 and 95 days, respectively, establishing EUGN 2 as the optimal variety for Turkana agroecology. The production phase results indicated that among the 26 agricultural sites, the arable land encompasses 22,093 acres, of which only 8,663 acres (39.2%) are cultivated with various crops. Additionally, the land allocated for groundnut cultivation measures 9,810 acres, which, if fully utilised, has the potential to yield 11,772 metric tonnes of unshelled groundnuts valued at KES 1.413 billion. The crop value is able to transform the economy and the wellbeing of the populations in Turkana. The actual production of groundnuts was subpar due to several systemic challenges, including inconsistent yields, absence of a market-orientated business strategy, fragmented and diminutive farm plots, inadequate mechanisation, and a deficient governance structure in farm leadership. Additional challenges included delayed produce off-take by aggregators, delayed payments to farmers, accumulation of aflatoxins especially during the production phase, an ineffective aggregation strategy, and imprecise data for decision-making. The study advocates for thorough feasibility assessments, enhancement of governance frameworks in production areas, land consolidation and mechanised labour, deployment of technical and scientific expertise in managing groundnut value chain elements, continuous access to improved seed systems, and the establishment of viable and competitive product aggregation and market access models as key areas for action.
HOW PRODUCT FEEDBACK DRIVES MARKETING STRATEGIES: THE INTERACTIVE EFFE...
1

Francis Osei, Richard Kwame Ni...
Presbyterian University, Ghana, Department of Business Administration & Agribusiness
22-32
https://doi.org/10.5281/zenodo.20567173

Purpose: The research aims to assess the effect of product feedback on marketing strategies and the moderating role of customer engagement. Design/methodology/approach: The research the research employs a positivism paradigm, the deductive approach, the explanatory research design, convenient sampling by utilizing structured questionnaires to gather data from 380 customers at Kasapreko Company Limited in the Greater Accra Region of Ghana Findings-The findings reveal a statistically significant positive relationship between product feedback and marketing strategies, indicating that effective feedback mechanisms can aid firms in aligning their offerings with customer expectations. Similarly, customer engagement is shown to enhance the effectiveness of marketing strategies, acting as a vital moderator that enriches the feedback process Research limitations/implications: Although this study offers valuable contributions to the comprehension of the impact of product feedback on marketing policy, the study was limited to customers of Kasapreko company limited Accra so making generalization must be done with outmost care. Practical implications: Managers should integrate effective feedback mechanisms that enable their customers to express their views, experiences and proposals on a regular basis. Originality/value: The study provides important contribution to the African economy by providing empirical evidence to product feedback, marketing strategies and customer engagement.
THE MODERATING ROLE OF CONSUMER INVOLVEMENT ON THE RELATIONSHIP BETWEE...
3

Richard Kwame Nimako, Francis...
Presbyterian University, Ghana, Department of Business Administration & Agribusiness
9-21
https://doi.org/10.5281/zenodo.20567005

Purpose: This paper investigates the moderating role of consumer involvement in the relationship between social media advertising and purchase intentions. Design/methodology/approach: A quantitative research design was employed, using survey data collected from 384 social media users aged 18 and above in Tamale, Ghana, who were exposed to social media advertising. Regression-based moderation analysis was conducted to examine the moderating effect of consumer involvement on the relationship between social media advertising and purchase intentions. Findings: The results indicate that social media advertising has a significant positive effect on purchase intentions. More importantly, consumer involvement significantly moderates this relationship, such that the influence of social media advertising on purchase intentions is stronger among highly involved consumers than among those with lower levels of involvement. Research limitations/implications: Although social media users in Ghana are numerous and diverse, the study was limited by its cross-sectional design, which prevents the establishment of causal relationships. Data were collected only in Tamale and relied on self-reported responses, which may affect accuracy. Therefore, generalizing the findings should be done with caution. Practical implications: The findings suggest that marketers should tailor social media advertising strategies to consumer involvement levels to enhance effectiveness. Highly informative and engaging content is particularly important for involved consumers. Originality/value: This study contributes to strategy and consumer behavior literature by empirically demonstrating the boundary condition of consumer involvement in explaining the effectiveness of social media advertising on purchase intentions.
ANALYSIS OF THE EFFECT OF PUBLIC INFRASTRUCTURE ON INCOME INEQUALITY I...
0

Ysma Soleha*, Hady Sutjipto &...
Master of Economics Program, Universitas Sultan Ageng Tirtayasa
5-8
https://doi.org/10.5281/zenodo.20566765

This study aims to analyze the effect of public infrastructure on income inequality in Indonesia. The public infrastructure variables employed in this study include road infrastructure, electricity infrastructure, bridges, and information and communication technology (ICT), while income inequality is measured using the Gini Ratio. This research applies a quantitative approach using panel data regression analysis. The data used are secondary data obtained from the Central Bureau of Statistics (BPS) and related institutions covering 34 provinces in Indonesia. The analysis includes stationarity testing, multicollinearity testing, Common Effect Model (OLS), Fixed Effect Model (FEM), and Random Effect Model (REM). The findings reveal that the ICT variable has a negative and significant effect on income inequality, indicating that improved access to information and communication technology contributes to reducing the Gini Ratio. Meanwhile, the electricity variable demonstrates a positive and significant effect in the OLS and REM models, suggesting that the expansion of electricity infrastructure has not been fully accompanied by an equitable distribution of economic benefits and therefore tends to increase income inequality. In contrast, road and bridge infrastructure variables do not show a significant effect on income inequality in Indonesia. Overall, the results confirm that public infrastructure development has not yet fully generated equitable income distribution. Therefore, more inclusive and regionally balanced infrastructure development policies are required, particularly in the information and communication technology sector.
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