EFFECT OF CREDIT ACCESS FACTORS ON THE PERFORMANCE OF MICRO AND SMALL ENTERPRISE– IN CASE OF FAMILY BUSINESS OF GONDAR CITY, ETHIOPIA

Abstract

The development of a country mainly depends on the performances and structure of manufacturing sector. Developing countries like Ethiopia face a lot of challenges to market its products in line with the formulation and execution of product, price, distribution and promotion strategies of the enterprises. The objective of this study is investigating the influences of marketing mix strategies on the business performance of Micro, Small, Medium and Large enterprises in Gondar city. The research method is mix of descriptive research design, qualitative and quantitative approach, stratified random sampling techniques, cross sectional, multi stage data collection and data analysis with coefficients has been used. The results were interesting enough with the significance of some elements in distribution with the business performance where the rest confirmed trivial and thereby the suggestions are offered for making the most of marketing mix elements by identifying and executing its ideal combination