Agbenyegah, Albert TcheyOfosu-Appiah, Samuel2024-03-122024-03-122023https://hdl.handle.net/10321/5203Submitted in fulfilment of the requirements for the degree of Masters in Business Administration, at Durban University of Technology, Durban, South Africa, 2023.Rice produced in Ghana ought to have been patronized by Ghanaians so that local rice entrepreneurs’ businesses will grow and subsequently contribute to agricultural Gross Domestic Product. Despite the massive campaign on buy made in Ghana products, evidence shows that patronage of local rice is low and local rice farmers are unable to sell their rice produce, thereby creating surpluses. The study therefore assessed local rice entrepreneurship and patronage behaviours among residents in the Western Region of Ghana. The study adopted both quantitative and qualitative approaches. This empirical study adopted quantitative and qualitative (mixed) methods. A structured questionnaire aided the quantitative research approach to source data, while qualitative data was used to access data through focus group discussions utilizing an interview schedule. Participants in the focus group were selected through a purposive sampling technique. Multi-stage sampling technique was used to source 100 adult residents across the research settings as participants in gathering the quantitative data. Data analysis involved the SPSS version of 27 in making meaning of quantitative through two primary analytical tools such as descriptive and inferential, while qualitative data was analysed through the thematic tool in the form of themes and sub-themes. The findings revealed high patronage of local rice among Western Region households. Again, households in the Western Region of Ghana had a better attitude toward local rice. However, there is a neutrality of consumer ethnocentrism in the patronage of local rice. There are factors associated with local rice patronage in the Western Region of Ghana, including gender, marital status, occupation and the average percentage of income spent on food were significant factors associated with the local rice patronage in West Africa Ghana. In addition, local rice entrepreneurs face material or equipment issues, human factors and political issues. It was recommended that local rice should be structured, well packaged and advertised to raise awareness or patronage of households in the Western Region of Ghana. Moreover, Ghanaians should always consider local rice first in the market before other foreign rice. Besides, it was suggested that the government’s plan to establish one district factory should also target local rice produce156 penLocal rice entrepreneurshipLocal rice patronage and adult residentsLocal riceForeign riceEntrepreneurship--GhanaRice--GhanaConsumer behaviorRice farmers--GhanaThesishttps://doi.org/10.51415/10321/5203