Effects Of Marketing Strategies On Business Performnce Of Selected Small Scale Enterprises; In Case Of Addis Ketema, Addis Ababa, Ethiopia

Abstract

Marketing strategies constitute one of the key functional strategies that Small scale Enterprises (SSEs) adopt to improve business performance. This study is aimed to examine the effect of marketing strategy on SSEs business performance in addis ketem Sub city. By taking the research objectives and questions into considerations, quantitative and qualitative research approach and explanatory research design were used. The study was delimited to proportionate stratified and purposive sampling techniques. Quantitative data was collected using a structured questionnaire which has been developed and distributed to a sample of 244 owners and/or managers of SSEs in addis ketem sub city. With a response rate of 93.85%, 229 questionnaires have been returned and were valid for data analysis. The quantitative data were analyzed by using both descriptive and inferential analysis. Except product all independent variables have the significant correlation with the dependent variable “business performance. The multiple regression analysis indicated that, the independent variables are positive and significant effect on dependent variable, except product. The other 3 variables are significant predictor of business performance of SSEs.