FACTORS AFFECTING MARKETING PERFORMANCE OF VEGETABLE PRODUCER IN GEDEBANO GUTAZER WELENE WOREDA OF GURAGHE ZONE SNNPR

Abstract

Marketing is among the most important business activity of the economy. This study, therefore, aimed to assess the factors affecting marketing performance of vegetable producers inGedebano Gutazer Welene Woreda. The five independent variables considered in the study were price, production, promotion, market information, and infrastructure. Survey was conducted using sample collected from four Kebeles of Gedebano Gutazer Welene woreda. Random sampling technique was employed and a sample of 223 vegetable producer or farmers was usedto collect the quantitative data. However, 223 vegetable producers responded to thequestionnaires and hence, the response rate was 100 percent. Interviews were conducted foragriculture office, trade, and industry office expertise. The data collected through questionnaires were analyzed using descriptive statistical tools like mean and standarddeviation. Furthermore, inferential statistical method like correlation analysis was used toassess the relationship between independent variables and marketing performance, multiple linear regression analysis also employed to examine the influence of independent variables onmarketing performance by using primary data collected through a five point Likert scale questions. The result indicated that most of the respondents were male, young, married and lowlevel of educational status. All determinate factors of marketing performance have a positive correlation with marketing performance. The multiple linear regression analysis resultsrevealed explanatory variables have a significant effect on marketing performance. The researcher forwarded from the result that marketing of vegetable producers targets more men than women. In order to encourage women to participate in vegetable production and marketing, woreda, zonal, and regional governments might be raise awareness about the need to change both men's and women's attitudes, offer training programs to address issues, highlight successful women to inspire others, and promote best practices. The road and transport office might be concentrate on enhancing the accessibility of infrastructures, such as transportation facilities and roads, to the farmers, as these are crucial for the transportation and accessibility of inputs for vegetable production (seed, fertilizer, pesticides, and other chemicals), as well as the output of vegetable products to markets.