Effects Of The Marketing Function On The Selling Performance Of Wheat Products In Selected Woredas Of The West Shewa Zone, Ethiopia

Abstract

The issue of selling wheat products is an essential task in distributing wheat to market by getting an insight into what affects the marketing of wheat products. This research aimed to assess factors that affect the selling of wheat products by considering five independent variables such as storage facility, market information, transportation facility, market linkage, and credit facility relationship with the selling of wheat products. This study adopted both quantitative and qualitative research approaches with descriptive and explanatory research designs. To collect data from respondents, non-probability sampling and the primary data were collected with the self-administered questionnaire in Dandi, Ejersa lafo, and Ambo woreda of West Shewa. Quantitative data were collected, entered, coded, analyzed, and interpreted by using SPSS version 26. The data was analyzed by using descriptive statistics such as frequency, table, and central tendency such as mean and standard deviation as well as, Inferential statistics correlation, ANOVA, regression, and normality. This research shows storage facilities, market information, transportation facilities, market linkage, and credit facilities significantly affect the selling of wheat products. The finding shows that they significantly affect the marketing of wheat products. So, farmers have to change the style of storing wheat at the post-harvest level, the right market information where demand is high, and road facility to offer wheat to market and to have market linkage with existing channels to remove middlemen exploitation as well as having access to credit facility from micro and finance institution.