Determinants of Marketing Performance of Street Vegetable Vendors: The case of Nifas Silk lafto Sub city, Addis Ababa, Ethiopia
No Thumbnail Available
Date
2020-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
Street vegetable vending is a growing informal economic sector in major cities of Ethiopia. However, the marketing performance of street vegetable vendors has remained beyond the horizon of empirical investigation. The major objective of the present study is to examine the determinants of marketing performance of street vegetable vendors in Nifas Silk - Lafto Sub – city of Addis Ababa. The sub – city was considered as sample study area due to an ever expanding street vegetable vending and hence availability of representative individual respondents. Five street vegetable markets were selected using random sampling technique. A total of 160 individual samples were selected from each street vegetable markets using probability proportional to size sampling technique. Both quantitative and qualitative types of data were collected from primary and secondary data sources. The data were largely gathered using structured interview schedule along with FGD, observation, key informant interview and personal observations. The data was first entered and cleaned in excel and then exported to SPSS Version 22. Both descriptive and econometric models were employed as data analysis techniques. This study found that onion (90%), tomato (73.12%) and potato (45.63%) were dominantly traded vegetables in the sample street markets. It is also found that age of the street vegetable vendors has a significantly high positive association with marketing performance (r = .860, p = .000). Strong positive association was also observed between start – up capital and marketing performance (r = .888, p = .000). Results of the MLN result indicated that a unit increase in vegetable selling price and start – up capital causes a 0.160 and 0.250 units increase in marketing performance respectively. Vegetable mix, experience and family size also had a significant and positive effect on marketing performance. Perishability and regulations had negatively affected marketing performance. Gender, marital status and education did not show a marked effect on marketing performance. Based on findings of the study establishment of street vegetable vendors support fund, provision of hygienic and safe market places and providing technical training on preservation of perishable vegetables were recommended to enhance marketing performance of street vegetable vendors in the study areas
Description
Keywords
Marketing Performance, Street Vegetable Vendors, Vegetable mix