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Research Paper | Management | Ethiopia | Volume 9 Issue 4, April 2020 | Popularity: 7 / 10

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Effect of Marketing Mix Strategy on MSEs Sales performance - Gomo region, Ethiopia

Krishnasamy Srinivasan, Lisanu Esrael Adaro

Abstract: The purpose of the study was to determine the effects of marketing mix strategies on sales performance of MSEs in Merab Abaya town, Gomo region, Ethiopia. The objective of the study is to examine the different marketing mix variables such as the product, pricing, promotion and placing strategies on sales performance of MSEs. The study was a descriptive research type and the target population of the study was 224 owners of micro and small enterprises registered and operated in Merab Abaya town, and the survey was conducted with sample population of 144 MSEs. The study was employed stratified random sampling from different business areas including manufacturing, trade, construction and urban agriculture by a structured questionnaire. The collected data were analyzed, tabulated and presented in the tables. A Statistical Package for Social Science (SPSS) versions 20.0 software was used to analyze the data. The findings of this study was among the four marketing strategy variables, the product and place strategies had a positive and significant effect on sales performance, and remaining other two variables such as pricing and promotion strategies had positive but not made a significant effect on sales performance of MSEs.

Keywords: Marketing mix strategies, Sales performance, and MSE

Edition: Volume 9 Issue 4, April 2020

Pages: 268 - 274

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