Determinants of Marketing Performance (In Case Of Tana Flora Plc)

Goshe Mossa

dc.contributor.author	Goshe Mossa
dc.date.accessioned	2021-08-20T09:26:06Z
dc.date.available	2021-08-20T09:26:06Z
dc.date.issued	2021-08
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/12535
dc.description.abstract	The main objective of this study is to determine determinants affecting marketing performance with different dimensions of sales marketing mix; the case of Tana Flora PLC. In this context marketing performance deals with the exploration and understanding of customer needs, with the response to them through the development, production and sales of goods and services (including innovation implementation). The researcher used quantitative research approach with descriptive and explanatory research design to test quality of product, availability of finance, sales promotion, technology & automation, rout to market and Sales price over dependent variable, marketing performance in the case of Tana Flora. The researcher used ordered logistic regressions model using primary data source by questionnaire data collection technique. In determining the number of samples (sample size) the researcher used formula to determine sample size from large population. The researcher was collected 78 out of 65 distributed questionnaires from employees of Tana Flora PLC. The response rate was 85% among the respondents. The relationships proposed in the framework were tested using Pearson correlation. From the result of the analysis the researcher concluded that quality of product and rout to market were has weak relationship but financial factor and sales promotion have moderate relationship. But technology & automation and sales price have strong relationship with dependent variable (marketing performance). Meanwhile under the ordered regression result pseudo R-square was 37%. In addition to that all except rout to market the rest explanatory variables i.e. quality of product, availability of finance, sales promotion, technology & automation, Sales price has significant effect on the dependent variable i.e. marketing performance under 5% level of significance. Therefore, in order to achieve better marketing performance under the case study the researcher recommend that in the long-run Tana Flora should focus on the five marketing mix dimensions of marketing performance	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	Determinants of Marketing Performance (In Case Of Tana Flora Plc)	en_US
dc.type	Thesis	en_US