MARKETING CHALLENGES AND OPPORTUNITIES OF MICRO AND SMALL SCALE MANUFACTURING ENTERPRISES IN KOLFE-KERANEO SUB CITY ADDIS ABABA.

Abstract

Micro and Small (MSEs) play an important economic role in many countries. In Ethiopia, for example the MSE sector contributes over 50 percent of new jobs created but despite their significance. The purpose of this study was to analyze marketing opportunities and challenges Micro and Small Enterprises in accessing Market Opportunities and Challenges in Kolfe-keraneo sub-city Addis Ababa City Administration, Ethiopia. The study used descriptive research design. The study targeted Manufacturing MSEs that are based in Addis Ababa, Ethiopia. Stratified random sampling utilized in selecting the respondents for the study. Primary data were collected from the study respondents using questionnaires which were self-administered and others researcher administered. Data were analyzed descriptively and presented through figures, tables, percentages, bar charts, arithmetic means, standard deviations, pie charts and tabulation to show differences in frequencies. Statistical Package for Social Sciences (SPSS) version 21.0 was used to aid in coding, entry and analysis of quantitative data obtained from the closed ended questions.