February 1, 2015 Thesis Open Access

Gubay Aniley

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{
  "DOI": "10.20372/nadre:5266", 
  "author": [
    {
      "family": "Gubay Aniley"
    }
  ], 
  "issued": {
    "date-parts": [
      [
        2015, 
        2, 
        1
      ]
    ]
  }, 
  "abstract": "<p>Small enterprises are great contributors to the growth and developments of any country in the<br>\nworld. Their role becomes paramount in developing countries like Ethiopia where the number of<br>\nhuge factories and industries are not tremendously available. However, they are being<br>\nchallenged by several factors. Being cognizant of this general fact, this study aimed to<br>\ninvestigate the impact of marketing factors on the performance of small enterprises in the case of<br>\nDebre Markos town. The study investigated the influence of five marketing factors: marketing<br>\nskills of employees and owners, promotion, place for selling and working, price and product<br>\nfactors on the performance of small enterprise. From a total of 81 small enterprises, data were<br>\ncollected from 68 samples as the researcher targeted the whole population for the data collection.<br>\nSelf administered questionnaire and interview with key informants were used as data gathering<br>\nmethods. Data collected using the aforementioned instruments were analyzed using both<br>\nqualitative and quantitative methods of data analysis. Findings from the study revealed that<br>\nthere is significant marketing skill gap in employees and owners even though most of them are<br>\nliterate. It was also found out that the enterprises are not using adequate promotion efforts to<br>\ncreate awareness about their products or services</p>", 
  "title": "ASSESSMENT OF A CORRELATION BETWEEN MARKETING FACTORS AND PERFORMANCE OF SMALL ENTERPRISES (A Case Study of Debre Markos Town)", 
  "type": "thesis", 
  "id": "5266"
}