ECONOMIC ANALYSIS ON MARKET POTENTIAL OF ETHIOPIAN RURAL MARKET
Ethiopia has taken great strides to reduce poverty and increase the welfare of its largely rural, agricultural-based population. Ethiopia, a country with rural based economy mainly from Agriculture sector which contributed with the range of 42.5 percent to 67.25 percent of the GDP for the past two d...
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| Format: | Article |
| Language: | English |
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iVolga Press
2014-08-01
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| Series: | Russian Journal of Agricultural and Socio-Economic Sciences |
| Subjects: | |
| Online Access: | http://www.rjoas.com/issue-2014-08/article_01.pdf |
| _version_ | 1797722317283917824 |
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| author | Shiferaw-Mitiku T. Shemelis-Zewdie Mersha Ushadevi K.N. |
| author_facet | Shiferaw-Mitiku T. Shemelis-Zewdie Mersha Ushadevi K.N. |
| author_sort | Shiferaw-Mitiku T. |
| collection | DOAJ |
| description | Ethiopia has taken great strides to reduce poverty and increase the welfare of its largely rural, agricultural-based population. Ethiopia, a country with rural based economy mainly from Agriculture sector which contributed with the range of 42.5 percent to 67.25 percent of the GDP for the past two decades (1990-2012). Similarly, the percentage of Rural population against the total population of the country accounts a larger coverage; with 87.38 percent for the year 1990, 85.26percent during 2000 and 82.46 percent for the year 2013. There is a steadfast growth in the total rural population from 41 million in 1990 and reached to 77.59 million in 2013 with average annual percentage growth rate of 2.8 for the past twenty three years. Very importantly, the major exportable products of the country is generated from the marketing of Agricultural produce such as coffee, khat, live animals, oilseeds, flowers, sesame, and also leather products. Above all, the consumption pattern and preference of rural consumer is changing due to the dynamic nature of marketing. However, marketers are failing to reach this largest target market of the population. This is mainly because, marketers are focusing on designing a product for urban market and when it becomes obsolete, it moves to the rural market. Indeed, it is unethical to override the marketing preference of the rural consumer. Recognizing the marketing requirements of the majority of the population would helps to bring a vibrant economic impact in the development of the nation. The present paper highlighted the major challenges and opportunities of Rural Marketing in Ethiopia, identified ways to explore the untapped Ethiopian Rural Market and identified possible recommendations and policy implications that would help to bring an improved development in the rural Ethiopia. Accordingly, the present article seeks the attention of Policy makers, Investors, Higher education curriculum developers and marketers to this vital area of development, to respond the call of the untapped Ethiopian Rural Market. |
| first_indexed | 2024-03-12T09:45:49Z |
| format | Article |
| id | doaj.art-192a90c20d574a72b7228ceffaeae830 |
| institution | Directory Open Access Journal |
| issn | 2226-1184 |
| language | English |
| last_indexed | 2024-03-12T09:45:49Z |
| publishDate | 2014-08-01 |
| publisher | iVolga Press |
| record_format | Article |
| series | Russian Journal of Agricultural and Socio-Economic Sciences |
| spelling | doaj.art-192a90c20d574a72b7228ceffaeae8302023-09-02T12:51:02ZengiVolga PressRussian Journal of Agricultural and Socio-Economic Sciences2226-11842014-08-0132839ECONOMIC ANALYSIS ON MARKET POTENTIAL OF ETHIOPIAN RURAL MARKETShiferaw-Mitiku T.0Shemelis-Zewdie Mersha1Ushadevi K.N.2Banking and Management, Department of Rural Marketing Management, College of Co-operation, Kerala Agricultural UniversityDepartment of Social Security Management, Ethiopian Civil Service UniversityBanking and Management, Department of Rural Marketing Management, College of Co-operation, Kerala Agricultural UniversityEthiopia has taken great strides to reduce poverty and increase the welfare of its largely rural, agricultural-based population. Ethiopia, a country with rural based economy mainly from Agriculture sector which contributed with the range of 42.5 percent to 67.25 percent of the GDP for the past two decades (1990-2012). Similarly, the percentage of Rural population against the total population of the country accounts a larger coverage; with 87.38 percent for the year 1990, 85.26percent during 2000 and 82.46 percent for the year 2013. There is a steadfast growth in the total rural population from 41 million in 1990 and reached to 77.59 million in 2013 with average annual percentage growth rate of 2.8 for the past twenty three years. Very importantly, the major exportable products of the country is generated from the marketing of Agricultural produce such as coffee, khat, live animals, oilseeds, flowers, sesame, and also leather products. Above all, the consumption pattern and preference of rural consumer is changing due to the dynamic nature of marketing. However, marketers are failing to reach this largest target market of the population. This is mainly because, marketers are focusing on designing a product for urban market and when it becomes obsolete, it moves to the rural market. Indeed, it is unethical to override the marketing preference of the rural consumer. Recognizing the marketing requirements of the majority of the population would helps to bring a vibrant economic impact in the development of the nation. The present paper highlighted the major challenges and opportunities of Rural Marketing in Ethiopia, identified ways to explore the untapped Ethiopian Rural Market and identified possible recommendations and policy implications that would help to bring an improved development in the rural Ethiopia. Accordingly, the present article seeks the attention of Policy makers, Investors, Higher education curriculum developers and marketers to this vital area of development, to respond the call of the untapped Ethiopian Rural Market.http://www.rjoas.com/issue-2014-08/article_01.pdfAgriculture; Ethiopia; Investment; Marketing; Rural marketing; Rural Ethiopia |
| spellingShingle | Shiferaw-Mitiku T. Shemelis-Zewdie Mersha Ushadevi K.N. ECONOMIC ANALYSIS ON MARKET POTENTIAL OF ETHIOPIAN RURAL MARKET Russian Journal of Agricultural and Socio-Economic Sciences Agriculture; Ethiopia; Investment; Marketing; Rural marketing; Rural Ethiopia |
| title | ECONOMIC ANALYSIS ON MARKET POTENTIAL OF ETHIOPIAN RURAL MARKET |
| title_full | ECONOMIC ANALYSIS ON MARKET POTENTIAL OF ETHIOPIAN RURAL MARKET |
| title_fullStr | ECONOMIC ANALYSIS ON MARKET POTENTIAL OF ETHIOPIAN RURAL MARKET |
| title_full_unstemmed | ECONOMIC ANALYSIS ON MARKET POTENTIAL OF ETHIOPIAN RURAL MARKET |
| title_short | ECONOMIC ANALYSIS ON MARKET POTENTIAL OF ETHIOPIAN RURAL MARKET |
| title_sort | economic analysis on market potential of ethiopian rural market |
| topic | Agriculture; Ethiopia; Investment; Marketing; Rural marketing; Rural Ethiopia |
| url | http://www.rjoas.com/issue-2014-08/article_01.pdf |
| work_keys_str_mv | AT shiferawmitikut economicanalysisonmarketpotentialofethiopianruralmarket AT shemeliszewdiemersha economicanalysisonmarketpotentialofethiopianruralmarket AT ushadevikn economicanalysisonmarketpotentialofethiopianruralmarket |