Effect of Marketing Concept on Ethiopian Political Parties’ Performance
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Date
2022
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Addis Ababa University
Abstract
This study was undertaken to investigate the effect of marketing concept on Ethiopian Political Parties’ performance. The study applied explanatory design and quantitative research approach. It also used both secondary and primary data sources. The primary data was collected via questionnaire. Convenience sampling techniques was applied. The study distributed 154 questionnaires and the analysis is made based on 134 successfully responded questionnaires. A multiple regression model was constructed using SPSS software for the dependent variable (party performance) and three independent variables (potential voters’ orientation, opponents’ orientation and inter-functional coordination). The results show that at 5% level of significance all the three independent variables such as potential voters’ orientation, opponents’ orientation and inter-functional coordination have a significant positive effect on the performance of selected Ethiopian political parties. Furthermore, the result indicates that voters’ orientation dimension has the foremost significant effect on selected Ethiopian political parties’ performance which is followed by the opponent’s orientation dimension and inter-functional coordination dimension. Among others, the study suggests that the management of these selected Ethiopian political parties needs to design policies and programs based on voters' needs and wants to keep on voters’ satisfaction.
Keyword: Ethiopian Party Performance, Potential Voters’ Orientation, Opponents’ Orientation and Inter-Functional Coordination