Analysis Of Street Food Marketing The Case Of Addis Ababa Ethiopia

The main objective of the study was to analyse the factors influencing performance of businessesrnrun by street food vendors in Addis Ababa, Ethiopia. Specifically, the study sought to establish therninfluence of location, financial capability, entrepreneurial expertise, and policies & regulations onrnthe performance of businesses run by street food vendors in Addis Ababa. The data for this studyrnhave been taken into account to get a representative sample of street food vendors in Addis Ababarnusing cluster random sampling technique. The study population comprised all of the permanentrnstreet food vendors in Addis Ababa and was conducted in nine street food clusters where mostrndensely populated in the capital. Within the domain of street vendors, the clusters have been chosenrnfor the reason that they have more street vendors than other clusters that are not being selected:rnMegenagna, Mexico, Piazza, 4-killo, Haile Garment, Filwuha, Jemo and Bole. The targetrnpopulation was all the 135 street vendors in Addis Ababa. The study used primary data collectionrnusing a structured questionnaire. Data was analyzed using the Statistical Package for SocialrnSciences (version 20) software and Microsoft Excel. Pearson Correlation and multiple regressionsrnwere used to establish the relationship between the independent and dependent constructs of thernresearch. Data analysis consisted of both descriptive and inferential statistics. The study concludedrnthat location of a street food vending business, financial capability, entrepreneurial expertise, andrnpolicy & regulation influenced the performance of businesses run by street food vendors in AddisrnAbaba. Based on the study findings, the study recommended that the Addis Ababa cityrnadministrations should evaluate the policies and regulations governing the street vendingrnbusinesses with an aim of creating a more promising environment. The study suggests that a similarrnstudy can be conducted in another area in the regions for comparison purposes in the country.

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