Marketing Support Consultancy Ltd
Case Study

MSC's Supply Chain Evaluation

Research Context

A client approached MSC to conduct research aimed at understanding the factors that influence the local rice supply value chain in Ghana. The goal of this research is to develop an effective strategy to tackle the main challenges affecting the post-harvest value chain while providing insights into various aspects of locally grown rice compared to imported rice. These aspects include branding, pricing, packaging size, consumption patterns, availability, quality, and consumer preferences for purchasing rice through different retail channels.

Research Methodology

The study targeted farmers, millers, equipment dealers, wholesalers, retailers, and consumers, employing a multi-method research design:

  • In-Depth Interviews (IDIs): 20 individuals across the target segments
  • Face-to-Face Surveys (F2F): 500 individuals across the target segments
Research was conducted in five selected regions of Ghana:
  • Greater Accra
  • Ashanti
  • Northern
  • Volta
  • Oti
  • Upper East

Impact

MSC's research delivered actionable insights, enabling stakeholders to address challenges, optimize strategies, and drive growth.

For Farmers:

Provided insights to improve post-harvest handling techniques, reduce losses, and increase profitability.

For Millers:

Emphasized the need for modernized processing technology to enhance rice quality and competitiveness.

For Consumers:

Supplied data to guide awareness campaigns that promote local rice consumption and build brand trust.

For Wholesalers and Retailers:

Identified solutions to address supply chain inefficiencies, ensuring consistent quality and pricing.

For Policymakers and Other Industry Stakeholders:

Offered recommendations for investing in post-harvest infrastructure, establishing financial support mechanisms, and implementing regulatory improvements to strengthen Ghana’s rice industry.