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