The effect of the marketing mix strategies factors on export performance The case of Ethiopian chickpeas export
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | Yasin, Esubalew | |
| dc.date.accessioned | 2021-01-04T06:24:21Z | |
| dc.date.accessioned | 2023-11-04T14:08:36Z | |
| dc.date.available | 2021-01-04T06:24:21Z | |
| dc.date.available | 2023-11-04T14:08:36Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | This study was conducted mainly to see the effect of marketing mix strategies on the export performance of Ethiopian chickpeas. The research used primary data through distributing questionnaire to Ethiopian chickpeas exporters. A deductive research approach was used and explanatory and quantitative research design was applied. So, questionnaire for the descriptive statistics were distributed in person and via email to respondents. From the distributed questionnaires 81 (85.3 %) respondents completed and returned the questionnaire. The quantitative data was coded and analyzed using SPSS 23 statistical tools including descriptive and inferential statistics done both Pearson’s correlation and Regression analysis were used. The findings of the study is explained on this research through descriptive ,correlation and regression analysis .The detail of these result were; the mean value of product marketing strategy ,price marketing strategy ,place marketing strategy and promotion marketing strategy were 3.54,3.51,3.53,3.45 and 3.43 respectively. The correlation result of each independent variable with respect to dependent variables produced on this study. These are product marketing strategy with export performance ( r=0.861) ,price marketing strategy with export performance ( r= 0.869) ,place marketing strategy with export performance(r=0.891),and promotion marketing strategy with export performance (r= 0.951 ). At the end regression analysis of coefficients presented and the result of β value of product strategy, price strategy, place strategy and promotion strategy are 0.176, 0.133, 0.093,and 0.511 respectively ; this show as β value of all independent variables are positive this implies that independent variable significant effect on export performance and also the Hypothesis result of this study show all independent variables accepted except place strategy and the significant value less than 0.05 with the exception of place marketing strategy. Generally this report would identify the general issues of export marketing strategies mainly product marketing strategy, price marketing strategy, place marketing strategy, promotion marketing strategy and their level of effects and relationships on the export performance of Ethiopian chickpeas export | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24533 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Product marketing strategy | en_US |
| dc.subject | price marketing strategy | en_US |
| dc.subject | Place marketing strategy | en_US |
| dc.title | The effect of the marketing mix strategies factors on export performance The case of Ethiopian chickpeas export | en_US |
| dc.type | Thesis | en_US |