Assessment of factors affect marketing strategy practices of Robi berga farmers‘ cooperative union in Holeta town,Oromia region, Ethiopia

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.