THE DETERMINANTS OF COFFEE EXPORT BUSINESS PERFORMANCE IN ETHIOPIA, SURVEY OF SELECTED EXPORTER IN ADDIS ABABA

Abstract

A number of Coffee Exporter in global market are competing and offering the customers a plethora of Coffee products. Global Coffee markets are demanding more competitive coffee product and in right time, right Place, right price from the Coffee Exporter. Hence, the main objective of this study is to Determinant of Coffee Export Business Performance in Ethiopia, In the Survey of Selected Exporter in Addis Ababa. The research design used was descriptive and causal in nature. Primary data were collected through a structured questionnaire distributed to 197 customers (in which 180 was received back). Data were processed via SPSS software and analyzed through descriptive (frequency, percentage, mean and standard deviation) and inferential statistics (regression analysis). Regression analysis was used to find the effect of International Marketing (Export Policy, Global Competition, Consistency, Communication, Logistic, & Regulatory Procedure) on Ethiopian Export Performance. The result of the study showed that international Marketing has a positive and significant effect on Export Performance. To improve the competitiveness of the country in its coffee export according to the target markets preferences, supporting participants in the domestic coffee production, improving the exporter’s capacity in exporting Policy, global competition, Consistency, Communication, Logistic and Regulatory Procedure are crucial.