February 1, 2015 Thesis Open Access

Gubay Aniley

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  <identifier identifierType="DOI">10.20372/nadre:5266</identifier>
  <creators>
    <creator>
      <creatorName>Gubay Aniley</creatorName>
    </creator>
  </creators>
  <titles>
    <title>ASSESSMENT OF A CORRELATION BETWEEN MARKETING FACTORS AND PERFORMANCE OF SMALL ENTERPRISES (A Case Study of Debre Markos Town)</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2015</publicationYear>
  <dates>
    <date dateType="Issued">2015-02-01</date>
  </dates>
  <resourceType resourceTypeGeneral="Text">Thesis</resourceType>
  <alternateIdentifiers>
    <alternateIdentifier alternateIdentifierType="url">https://nadre.ethernet.edu.et/record/5266</alternateIdentifier>
  </alternateIdentifiers>
  <relatedIdentifiers>
    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.20372/nadre:5265</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf">https://nadre.ethernet.edu.et/communities/uog</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf">https://nadre.ethernet.edu.et/communities/zenodo</relatedIdentifier>
  </relatedIdentifiers>
  <rightsList>
    <rights rightsURI="http://www.opendefinition.org/licenses/cc-by">Creative Commons Attribution</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
  </rightsList>
  <descriptions>
    <description descriptionType="Abstract">&lt;p&gt;Small enterprises are great contributors to the growth and developments of any country in the&lt;br&gt;
world. Their role becomes paramount in developing countries like Ethiopia where the number of&lt;br&gt;
huge factories and industries are not tremendously available. However, they are being&lt;br&gt;
challenged by several factors. Being cognizant of this general fact, this study aimed to&lt;br&gt;
investigate the impact of marketing factors on the performance of small enterprises in the case of&lt;br&gt;
Debre Markos town. The study investigated the influence of five marketing factors: marketing&lt;br&gt;
skills of employees and owners, promotion, place for selling and working, price and product&lt;br&gt;
factors on the performance of small enterprise. From a total of 81 small enterprises, data were&lt;br&gt;
collected from 68 samples as the researcher targeted the whole population for the data collection.&lt;br&gt;
Self administered questionnaire and interview with key informants were used as data gathering&lt;br&gt;
methods. Data collected using the aforementioned instruments were analyzed using both&lt;br&gt;
qualitative and quantitative methods of data analysis. Findings from the study revealed that&lt;br&gt;
there is significant marketing skill gap in employees and owners even though most of them are&lt;br&gt;
literate. It was also found out that the enterprises are not using adequate promotion efforts to&lt;br&gt;
create awareness about their products or services&lt;/p&gt;</description>
  </descriptions>
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