Analysis of street food marketing: The case of Addis Ababa, Ethiopia
No Thumbnail Available
Date
2020-10
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
A.A.U
Abstract
The main objective of the study was to analyse the factors influencing performance of businesses
run by street food vendors in Addis Ababa, Ethiopia. Specifically, the study sought to establish the
influence of location, financial capability, entrepreneurial expertise, and policies & regulations on
the performance of businesses run by street food vendors in Addis Ababa. The data for this study
have been taken into account to get a representative sample of street food vendors in Addis Ababa
using cluster random sampling technique. The study population comprised all of the permanent
street food vendors in Addis Ababa and was conducted in nine street food clusters where most
densely populated in the capital. Within the domain of street vendors, the clusters have been chosen
for the reason that they have more street vendors than other clusters that are not being selected:
Megenagna, Mexico, Piazza, 4-killo, Haile Garment, Filwuha, Jemo and Bole. The target
population was all the 135 street vendors in Addis Ababa. The study used primary data collection
using a structured questionnaire. Data was analyzed using the Statistical Package for Social
Sciences (version 20) software and Microsoft Excel. Pearson Correlation and multiple regressions
were used to establish the relationship between the independent and dependent constructs of the
research. Data analysis consisted of both descriptive and inferential statistics. The study concluded
that location of a street food vending business, financial capability, entrepreneurial expertise, and
policy & regulation influenced the performance of businesses run by street food vendors in Addis
Ababa. Based on the study findings, the study recommended that the Addis Ababa city
administrations should evaluate the policies and regulations governing the street vending
businesses with an aim of creating a more promising environment. The study suggests that a similar
study can be conducted in another area in the regions for comparison purposes in the country.
Description
A Research Project Submitted In Partial Fulfillment Of The
Requirement For The Award Of Master Of Arts Degree In Total
Quality Management And Organizational Excellence
Keywords
Entrepreneurial expertise, Street food, financial capability