Analyzing the influence of marketing mix strategies on export performance in the garment industry of Ethiopia: The case of garment exporters in Addis Ababa
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Date
2018-05-16
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Addis Ababa University
Abstract
Export performance is the extent to which a firm effectively uses its resources and capabilities
for the international market that indicates the success of a firm’s export operations where
marketing strategy is one factor that a firm can manipulate to achieve its marketing objectives.
This study aims to analyze the influence of marketing mix strategies on export performance in
the garment industry of Ethiopia: the case of Addis Ababa. Explanatory research design was
applied using census technique and all the garment exporters in Addis Ababa were selected.
Primary data were collected using self-administered structured questionnaire that was submitted
to 5 respondents in the respective companies where by there was a 77.3% response rate.
Secondary data about objective export performance was collected from ETIDI. The major
findings of this study revealed that 51.3% of export performance can be explained by marketing
mix strategies. Moreover, while product, price and distribution marketing mixes shows
significant and positive association, promotion marketing mix had positive but insignificant
association. Recommendations were given accordingly.
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Keywords
Export performance, Marketing mix strategies