| Abstract: | This research aims to investigate factors affecting the performance of MSEs with a special
emphasizes on product, price, promotion and distribution as a factor in the cased of Addis
Ababa. For the sake of achieving the objectives of this study, questionnaires were analyzed
using statistical analysis such as descriptive and inferential analyses. The information gleaned
through questionnaire from a sample of 60 MSEs and face-to-face interviews were conducted
with 100% response collection rate. The respondent MSEs were selected using quota sampling
technique. Besides, the interview questions were analyzed using descriptive narrations
through concurrent triangulation strategy. The empirical study elicited four factors which
seem to affect performance of MSEs in Addis Abeba which include: product, price, promotion
and distribution. The findings further indicate that, there exists linear and positive significant
ranging from substantial to strong relationship was found between independent variables and
dependent variable. Based on findings, recommendations to government bodies, to MSEs and
suggestions for other researchers are forwarded. Finding shows that price, promotion and
distribution have positive influence but product didn’t have that much of a significant effect
on the performance of MSEs at the time of the study was conducted and further studies needs
to be done on this specific factors. Among independent variable distribution was highly related
to business performance. |
