Abstract:
The objective of this study was to investigate the effect of marketing mix on sales volume of fruit
and vegetable wholesalers in Azezo-Tseda sub city within Gondar City. The researcher employed
quantitative research approach. Specifically, explanatory research design was employed to
investigate the study. A total of 320 (male=250 female=70) fruit and vegetable wholesalers
were selected using convenience sampling technique. Data were collected using a pilot tested
questionnaire. Data were analyzed using statistical software, SPSS version 20. Frequency,
percentage, mean, standard deviation, Pearson correlation and multiple linear regressions were
used to analyze the data. Findings show that marketing mix (product, price, promotion and
place) were not properly practiced by fruit and vegetable wholesalers in the study area. Sales
volume of fruit and vegetable product wholesalers has statistically significant relationship with
product (r=0.727, p<0.01), price (r=0.708, p<0.01), promotion (r=0.779, p<0.01) and place
(r=0.815, p<0.01). The overall regression model shows that marketing mix (product, price,
promotion and place) significantly affect sales volume All marketing mix explained about 83.5%
of the variation in the sales volume. Place is the most important marketing mix which affected
sales volume. It is recommended that placement decisions of wholesalers such as accessing the
right distribution channels should be taken into consideration where customers would expect to
find a product at their convenience.
