The Role of Marketing in the Supply Chain Management of Shea Butter Production

The integration of efficient supply chain management into marketing ensures an enhanced level of performance among shea processing companies in Sub-Saharan Africa. However, there is a knowledge gap among shea processors, particularly in Northern Ghana, regarding how to capitalise on supply chain and marketing opportunities. The primary question addressed in this paper is as follows: what marketing challenges exist within the supply chains of the Ghanaian shea processing industry? A convenience sampling method was used to collect data from 184 respondents via a questionnaire, and the partial least square structural equation model was applied to analyse the data. The results of this study indicate that marketing positively influences the shea butter industry by generating demand, ensuring efficient distribution, and establishing strong connections between producers and consumers. The study also identified a positive relationship between supply chain management and both marketing and the shea butter industry. These findings have implications for women in the shea butter industry and shea marketing companies.