The Effect of Marketing Mix Strategy on Export Performance: In the Case of Selected Export Companies in Addis Ababa, Ethiopia
| dc.contributor.advisor | Getie Andualem (PhD) | |
| dc.contributor.author | Eyerusalem Tesfamichael | |
| dc.date.accessioned | 2024-03-04T11:51:41Z | |
| dc.date.available | 2024-03-04T11:51:41Z | |
| dc.date.issued | 2022-06 | |
| dc.description.abstract | The purpose of this study was to determine the effect of marketing mix strategies on the export performance of selected manufacturing and agricultural exporters in Addis Ababa, Ethiopia. The study collected primary data by distributing questionnaires to a sample of manufacturing and agricultural exporters. Out of the 80 questionnaires, 68 (85%) respondents completed and returned the questionnaire. Data were collected through five points Likert scales of the close-ended questionnaire and interviews were used to some extent. The quantitative data was coded and analyzed using SPSS 23 statistical tools, and the study's findings are explained in this study using descriptive and inferential (correlation and regression) analysis. The mean value of product marketing strategy, price marketing strategy, promotion marketing strategy, and place marketing strategy was 3.52,3.63,3.38,3.65 and 3.42, respectively. This study produced a correlation result for each independent variable with respect to dependent variables. Product marketing strategy with export performance (r=0.569), price marketing strategy with export performance (r=0.583), promotion marketing strategy with export performance (r=0.589), and place marketing strategy with export performance (r=0.396).At the end of the regression analysis of coefficients presented, the values of product strategy, price strategy, promotion strategy, and place strategy are 0.208, 0.227, 0.139, and 0.121, respectively; this shows that the values of all independent variables are positive, implying that independent variables have a significant effect on export performance, and the hypothesis result of this study shows that all independent variables accepted except place strategy as the significant value less than 0.05 with the exception of place marketing strategy. In general, the researcher discovered issues with specific variables that is recommended. As a result, those manufacturing and agricultural exporters should improve their export performance through the marketing mix, and it is recommended that they continue to be on the exporter's strength side against those elements of marketing mix and take actions (recommended) as improvement areas. Key Words: Product marketing strategy, Price marketing strategy, Promotion marketing strategy, Place marketing strategy, Export performance | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/2110 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | The Effect of Marketing Mix Strategy on Export Performance: In the Case of Selected Export Companies in Addis Ababa, Ethiopia | |
| dc.type | Thesis |