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This study examined consumer preference and willingness to pay a premium price for indigenous chicken products in Ghana.

Data were obtained from 240 consumers in Ghana through the administration of a structured questionnaire. Probit regression was used to examine the factors influencing consumer preference for indigenous chicken products in Ghana. Ordered probit regression was employed to examine the factors influencing the percentage premium price a consumer is willing to pay for indigenous chicken products whereas the cluster analysis was used to segment the consumers.

Different sets of factors were identified to have influenced the decision to purchase indigenous chicken products and the willingness to pay for a premium price. In total, four market segments were identified in this study: shopper consumer segment, the conventional or ethnocentric consumer segment, the privilege consumer segment and the pleasure-seeker consumer segment.

The important factors to learn from this study are the following: examining the critical success factors for the promotion of indigenous chicken products in Ghana is an excellent opportunity for future research. Second, the choice of locally-produced exotic breeds/strains of chicken meat has not been examined in this study. Therefore, a comparative study of consumer preference of the locally-produced exotic breeds/strains of chicken in Ghana is another great opportunity for further research.

Regardless of the seemly opportunities in regional marketing, Ghana has not leveraged on this to promote a regional marketing brand for its local products – like indigenous chicken products – over imported chicken products. Besides, regionalism studies on agricultural products have received less attention in Ghana; therefore, this study contributes to a better understanding of consumer choice of indigenous chicken products, potentially, and the marketing of regional food products in Ghana.

The purpose of this study is to examine trade credit from agrochemical vendors as an alternative source of finance for cabbage producers in the Bono East Region of Ghana. The determinants of trade credit supply and impact on cabbage producer’s profitability are investigated.

The study sample size is 260. The perception index, probit regression, negative binomial regression and the propensity score matching (PSM) was employed to assess the perception of trade credit, factors influencing trade credit supply and the impact of trade credit supply on the cabbage producer’s profitability and agrochemical vendor’s welfare respectively.

The perception index analysis revealed that the agrochemical vendors, in general, had a positive perception of trade credit. Different groups of factors influence trade credit supply. Further along, the number of times trade credit was used by the cabbage producers was influenced by several factors. On the PSM result, trade credit use had a significant positive impact on the cabbage producer’s profitability. In detail, all the matching estimations revealed that profitability increased above Gh¢ 4,000.00 (US$ 692.04). Likewise, the robustness check result (Inverse Probability Weighted Regression Adjustment (IPWRA)), was no different from the matching estimations. Generally, the result indicates that the impact of trade credit supply on the agrochemical vendor's welfare using total household expenditure, total savings and income as proxy variables for welfare were positive.

Trade credit has encountered less attention in the agricultural finance discourse; however, this study makes an imperative contribution on the same. Specifically, the study reveals the determinants of trade credit supply from agrochemical vendors and a positive impact of trade credit use on the cabbage producer’s profitability, a result which has not been investigated in the trade credit literature.