EVIDENCE FROM MANUFACTURING SECTORS IN ADDIS ABABA AT GULLELE SUB-CITY

Abstract

This study is aimed to examine the effect of marketing mix strategy on profitability of SMEs at Gullele sub-city. Hence, by taking the research objectives and questions into considerations, only quantitative research approach and explanatory research design was used. The study was delimited to proportionate stratified and purposive sampling techniques. Quantitative data was collected using a structured questionnaire which has been developed and distributed to a sample of 112 owners and/or managers of SMEs’ at Gullele sub-city. With a response rate of 82%, 92 questionnaires have been returned and were valid for data analysis. The quantitative data were analyzed by using both descriptive and inferential analysis. All the independent variables that is (product, price, place and promotion) have the significant correlation with the dependent variable (profitability). The multiple regression analysis indicated that, all the independent variables have positive and significant effect on the dependent variable.