Projekt na posílení prodeje značkových rostlinných produktů Konate Herbal Center v Ghanu

ABSTRACT Undoubtedly, modern medicine is well developed in the world. Large sections of the popu-lation especially in developing countries, still rely on the traditional practitioners, medicinal plants and herbal medicines for their primary care. In recent times, public interest in natural therapies has increased greatly in many countries, with increasing use of herbal medicinal products. The many and various forms of traditional medicinal products have evolved against widely difference in ethnological, cultural, climatic, geographical, and even philo-sophical background. The assessment of these products and ensuring their safety and effi-cacy through registration and regulation has increased its demand. Over the past years, re-search geared toward the consumption of herbal products has been motivating due to the growing importance of locally branded medicinal herbal product. In an attempt to explore the trend of usage among consumers and the marketing and selling strategies employed by local SME's, Konate Herbal in Ghana was considered. The focus of this thesis was to re-view the current selling and marketing strategies of Konate Herbal in Ghana and re-engineer where possible, new vibrant marketing and branding strategies for the company. To do this, the researcher considered the consumer behavior and analyzed current portfolio of marketing and selling strategies. For the purpose of completing this thesis, five hypothe-ses were tested with primary data sourced from 203 customers (n=203) through online semi-structured questionnaires and telephone interview. The project did thorough analysis on the behavior and perceptions of customers towards the use of medicinal herbal product with help of SPSS statistical tool. The statistical analyses were done using chi-square inde-pendent test algorithm. Findings revealed that, variables such as; quality, natural, alterna-tive (substitute), registered and recognized as well as moderate price level are the major influential factors affecting the use of local medicinal herbal products while county-of-origin, availability, education and age were noticed as a minor factor. It also indicated that, Konate Herbal was mainly using traditional advertising tools for creating product aware-ness whiles neglecting the advent of ICT and the internet. The project reflected the cost, time and risk component.