„Effects of marketing mix strategies on Performance of MSEs: the case of East Wollega, Sibu Sire Woreda’

Abstract

The purpose of this study was to investigate the effect of marketing mix strategies on Performance of MSEs; the case of East Wollega, Sibu Sire Woreda administration. By taking the research objectives and questions into considerations, the quantitative research approach and explanatory research design was used. The study was delimited to proportionate stratified and purposive sampling techniques. The data was collected using a structured questionnaire which has been developed and distributed to a sample of 283 owners and/or managers of MSEs in the East Wollega, Sibu Sire Woreda. The collected data were analyzed by using both descriptive and inferential analysis techniques. The findings have shown that the mean score of marketing strategy variables i.e. 4p’s inclined to agreement level. All independent variables, marketing mix elements have the significant correlation with the dependent variable, Performance of MSEs. In this case, relatively product had a higher strong relationship with Performance. Likewise, the empirical findings of the simultaneously by multiple regressions indicated that, all of the predictor variables, viz: product, price, promotion, and place, have a positive and statistically significant effect on the Performance of MSEs. The results also revealed that these independent variables jointly explained is.680 of the variance in MSEs performance. This summary shows that about 68% of the variance in the Performance was explained by the independent variables (4p’s), and finally the ANOVA results shows, it is possible to see the overall significance of the model. Finally, the study recommended that MSEs should produce quality products, charge competitive prices, promote products/services appropriately, and pay attention to enterprises locations.