Abstract:
The objective of this thesis was to assess the factor affecting the marketing strategy of Robi Berga
cooperative union in related to price fluctuation, factor encountered with political issues, socio cultural impacts and illegal product marketing. In this study the researcher used qualitative and
quantitative research approach. The researcher used explanatory research design and descriptive
research design and result obtained was accurate as each member was surveyed. The research
used primary data by questionnaires and interview methods of data collection tools and at the end
the data has been analyzed by using Package for Social Sciences (SPSS) version 20 software and
expalined farther details of the result. The relationship proposed in the framework was tested using
Pearson correlation, and the causal relations were analyzed using regression analysis-multi
Collinearity was tested. From the result of the analysis, it concluded that there were the fact that
independent variables (political factors, illegal factors, price factors, and cultural and social
factor) have a positive and significant influence on dependent variable which is used to determine
factors affecting market strategy in the case of Robi Berga farmers’ cooperative union and the
sector has influenced by independent variables. The findings recommends that the sector should
focus on regulatory political factor, illegal factors, price factors, cultural factors and social factors
that affect the market strategy and need government interventions by supervising sectors activity,
balance the price fluctuation by supplying supported products related and balancing marketing
inflation, by controlling illegal marketing products.
