The Effect of Marketing System on Sales Volume of Mango Fruit: A Case of Selected Kebeles in Assosa Woreda, Benishangul Gumuz Regional State

Abstract

The major objective of this study is assessing the effect of marketing system on sales volume of mango fruit. Among 74 rural kebeles  found   in Assosa Woreda, 19 of them have been selected based on the presence of mango fruit production which is 25% of total population.  Data were collected from 369 mango producing households through questionnaire. OLS (Multiple linear regression model) was used to analyze factors that affect sales of mango fruit. Finally, it was found that all specified independent variables (price, distribution, and promotion) and selected extraneous variables determine sales volume of mango fruit.

Keywords: marketing system, price, distribution, promotion