Abstract

This article is aimed at examining how the activities of women trader’s association in rural market of Ghana affect the marketing of agriculture products of smallholder farmers. Hundred market women trades’ association operators from ten rural markets were interviewed. A case study analysis technique was used for data analysis. The results showed that women trader’s associations are a useful phenomenon in the marketing of agriculture products in the rural markets as they contribute significantly to the 4Ps of marketing. However, since most of the associations are informal and unregistered by law, governance is usually problematic, making market control difficult sometimes. The paper therefore recommended that local government authorities should ensure that members are registered, while associations establish a former structure that can make them more recognized and effective.

Key words: Informal trader’s associations, marketing mix, rural market, informal trade associations.