Study on Assessment of Marketing Practices of Micro and Small Enterprises in Awl Zone, Ethiopia
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Date
2011-04
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Addis Ababa University
Abstract
Micro and small enterprises (MSEs) are generally recognized as a main factor for
economic growth and equitable development. Their contribution to employment
generation, poverty reduction and wider distribution of wealth and opportunities
represents a major window of opportunity for most developing countries. However, the
potential role of MSEs is ojien not realized because of a set of problems and limitations
they encounter on their path to establishment and growth. Most of them Lack capital,
skills, schooling, information and technical know-how, producing at best only simple and
low quality products. Isolated micro and small enterprises would also face difficulty to
attract traders, as trading cost per transaction would be disproportionately high. But
these all stated problems have direct or indirect link with Marketing. Therefore this
specific research is conducted to assess the Marketing practices of MSEs particularly in
Awi zone with the objective of identifYing Marketing problems of MSEs.
Much of the research into Marketing in small businesses concludes that it is frequently
underutilized and misunderstood by small business owner-managers. So under literature
review the research try to justify what does mean Micro and Small Enterprises, their
importance to other countries economy and Ethiopia, the profile of Awi zone MSEs, ·what
is marketing, its importance to MSEs and other sub topics which helps 10 clarifY the
confusion stated above.
Questionnaires were filled by 250 Entrepreneurs to collect fresh and first hand
information. Interviews were conducted with the government officials of city
administration in Awi zone. The samples were identified based on quota of each city
administrations have and convenience. Finally the data were summarized by spss version
17 and presented in graph or figure.
Conclusion and recommendations are presented on the last part of the paper which is
based on evidence that the researcher can collect.
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Keywords
Marketing Practices of Micro