The Effect of Marketing Cooperative Strategy on Agricultural Marketing Cooperative Unions Performance in Western Oromia, Ethiopia
DOI:
https://doi.org/10.20372/star.v11i2.04Keywords:
Marketing Strategies, , Member Return Strategy, Cost Reduction, Risk Management, Market DiversificationAbstract
This study was intended to investigate the effects of marketing cooperative strategies on AMC union performance in western Oromia, Ethiopia. To address this desired objective, the study used an explanatory research design supplemented by mixed research approaches. The collected data were analysed by structural equation modelling (SEM), supported by SPSS (version 26) and Amos (version 3). This is for determining model identification, testing model fit, and further generating estimates and significance levels for testing the relationship between the predictor and outcome variable. The findings of the study indicated that MCS is statistically significant and positively influences AMC unions in the study area. Furthermore, the findings of the study demonstrated that improvements in MRMS, RMMS, TCRMS, and MDS are enhancing the AMC unions under study. Therefore, the study concluded that MCS and its dimensions have a positive effect on the performance of AMCU in western Oromia State, Ethiopia.
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