Abstract:
Women enterprise operators are one of the fastest growing sectors of the economy in Ethiopia. Yet sales performance from this sector have continually been up and down for the last two years This study was determined factors affecting annual sales performance of Women enterprise operators found in North wollo of East Amhara regional state. Quantitative research approach was applied to conduct this research. The target population for this study consisted of 2112 Women enterprise operators in Woldia Town Administration. Following the large size of the population of the study, a convenience sampling was carried out. The study aimed to collect both primary and secondary data; primary data was collected using a structured questionnaire while secondary data was obtained from annual reports. Descriptive statistics of mean, frequency and percentages were used to analyze demographic characteristics of women entrepreneurs. Regression analysis was used to measure and predict the effects of the problem solving ability, business location, initial capital, family business and advertisement strategy on sales performance of women enterprise operators. The study found that family business positively and significantly affects the sales performance of women enterprise operators. And also the effect of advertisement strategy on sales performance is negative but significant. In addition the effect of problem solving ability on sales performance is small positive but insignificant .on the other hand business location and initial capital were removed from the model and redundantly explained by other variables affect sales performance due to multi-co linearity rule, it is excluded on the expression of this study predictors to the sales performance.
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