Impact of Marketing Strategies on Business Performance of Unorganized Grocery Stores with Special Reference to Siltie Region, Ethiopia

Abstract

Marketing strategy serves as a major tool for influencing business performance by its effective combination of marketing mix. The main objective of the study is to find out the impact of marketing strategies on business performance of grocery retailers. The study was analytical in nature which analysis the effect of marketing strategies on business performance of grocery stores at Siltie region of Ethiopia. The study framed scheduled structured questionnaire including both open and closed ended questions. The study collected both primary and secondary data. Primary data was collected from grocery retailers of Siltie region. The secondary data was collected from books, journals, thesis, articles, newspapers, websites etc. The unorganized grocery retailers of Siltie region in Ethiopia is considered as population for the study. The sample size of the study was 50 unorganized grocery retailers. The study has chosen convenient sampling technique to collect data from the respondents. Analysis namely descriptive statistics, chi-square test and multiple regression analysis is used to measure the effect of marketing strategies on business performance. The study found that there is a significant impact of marketing strategies on business performance of grocery stores at Siltie region of Ethiopia. Suggestions and conclusions were made.