The Effect of Marketing Mix Elements on Sales Volume for Onion Marketing: Evidence from Dugda Woreda, Oromia Region, Ethiopia

Abstract

The main objective of this study was to assess the effect of marketing mix elements on sales volume for onion marketing; the total population that produces onion in the woreda was 1221 and total sample of 300 onion producers were selected. A multi-stage and proportional stratified sampling technique was used to select sample onion producers from each stratum. Finally, systematic sampling technique was used to select the sample onion producer individual farmers based on the sample frame from each 60-primary cooperative. A structured schedule that has  four  sections  was  used  to  collect  the necessary primary  data  from  onion  producer farmers  and  semi-structured  self-administered interview was used to collect data from key informants. Enumerator administered schedule was distributed to all the selected onion growers. However, only 280 onion producers responded genuinely and hence, the response rate was 93.4 percent. Descriptive and inferential statistical tools such as; frequency tables, percentages, means, standard deviations, Pearson correlation and multiple regression analysis were used in data analysis. Based on regression model, Product, Price, Promotional and Distribution factors significantly affected sales volume for onion marketing. With these findings, the study provides many implications to boost the sales volume of onion marketing.

Keywords: Marketing Mix, Onion, Sales Volume, Meki-Batu cooperative, Dugda Woreda.