Factors Affecting Coffee Export Performance; In Ethiopia
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Date
2024-06
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Addis Ababa University
Abstract
This study aims to investigate the factors affecting coffee export performance in Ethiopia. To address the objective explanatory design was adopted along with quantitative research. The Owners, Export Officers, Export Managers, Marketing Managers, and Experts in the export department with the selected coffee export companies were considered the target study population. A sample size of 120 respondents using a purposive sampling technique was selected. To acquire the intended information the study used primary sources for data collection mainly a self-administer questionnaire. Out of which, a total of 108 respondents valid and usable responses were collected. The collected data was analyzed with the aid of both descriptive and inferential statistics using SPSS version 22.0. The study's findings demonstrated that the export performance of coffee in Ethiopia is significantly influenced by external barriers including factors related to the institutional support environment, the political and regulatory environment, export industry obstacles, export market obstacles, and infrastructure difficulties, while company barriers showed less contribution to the model. It can be concluded that the external barriers have a direct relationship with the prediction of export performance. Based on the findings the study recommends that the government should intensify its support for the coffee export sector and actively engage exporters in policy formulation and also invest in infrastructure developments to rebust the performance. Exporters should have to track their foreign competitors and understand the international market activity, so they will be proactive rather than reactive in the market.
Key Words; Ethiopia, coffee, Export Performance,