Browsing by Author "MULUGETA TESFAYE"

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ASSESSMENT OF MARKET SEGMENTATION, TARGETING, AND POSITIONING PRACTICES: (THE CASE OF ZEBIDAR BREWERY ETHIOPIA)
(WOLKITE UNIVERSITY, 2020-12) MULUGETA TESFAYE
The study’s overall objective was to assess the market segmentation, targeting, and positioning practice of ZEBIDAR Brewery Share Company. The research problem was designed to address the prevailing knowledge gap by assessing the current market segmentation, positioning, and targeting practices of ZEBIDAR breweries S.C. The research is a descriptive study using the census sampling technique method. The researcher used descriptive statistics for the data analysis using mean, standard deviation, mode, range, and percentage. The study concludes that ZEBIDAR Breweries S.C segments its market by considering market accessibility, consumer attitude, competitive intensity, market action ability, market and consumer behavior such as loyalty, and attitude and also considers demographic factors such as age, and income to the segment of its market.
SENIOR RESEARCH A PROJECT SUBMITTED TO: DEPARTMENT OF AGRICULTURAL ECONOMICS: IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR B.SC. DEGREE IN AGRICULTURAL ECONOMICS
(wolkite universty, 2019-09) MULUGETA TESFAYE; NIGIST BOGALE
In Ethiopia, over 20% of rural income originates from non-farm sources. This particular research was carried out with the aim of generating location specific data regarding the nonfarm activities participation, determinants of non-farm income participation and factors to nonfarm participation in Cheha woreda. The research employed both qualitative and quantitative research methods. The main aim of this paper is to describe the determinants of households’ participation in non-farm activities in Cheha woreda, Southern Gurage zone. This paper analyzed the factors that affect household participation on nonfarm activities, types of nonfarm activities that households being participated or not participated in non-farming activity Cheha Woreda. The data collection process was done by conducting a direct interview and questioner with the respondents for the primary data were concerned with the case under the study. The respondents were selected on Gasory, yedebe and awana and chukara kebele of Cheha Woreda random sampling technique by considering our available resources such as; finance and time. The selected study design was a cross sectional design. The results of each study were discussed briefly on literature part. The final results were discussed and summarized using descriptive statistics such as (percentage, tables,) and Econometrics model like logistic regression analysis The binary logistic regression indicated that five variables such as sex of the respondent of household, nonfarm training, distance of from market, education of respondent of the household, and Age of respondent of house hold were had significant relation with dependent variables among the nine explanatory variables. The paper also contained recommendation part for the concerned bodies to create awareness about the problem and household participation of nonfarm activity to reduce unemployment and increase income of one country its consequences and to make other further research paper on this issue in Cheha Woreda. The model result revealed that sex of household head, age of household head, educational status of household head, distance from the market and nonfarm training.