Micro and Small Enterprises in Dire Dawa Administration: Marketing Mix Challenges and Opportunities and Their Implication on Sales Turnover

Urban Farm DB summary

This cross-sectional descriptive study examined marketing challenges and opportunities for 226 micro and small enterprises, including urban agriculture, in Dire Dawa City, Ethiopia. Regression analysis found that product, price, and place significantly affected sales turnover, but promotion had an insignificant effect. Major challenges included a lack of coordination among government offices and insufficient commitment from enterprise owners.