The Influencing Factors of Marketing Mix Strategies That Affect the Sustainability of Business Performance: the Case of Ethiopian Commodity Exchange

Abstract

The study aim focused on the dimensions of marketing mixes strategies on Sustainable Business Performance: a case of Ethiopian Commodity Exchange. The research philosophy of research Paradigms has designed Quantitative and Deductive research approach and researchers have used an Exploratory factor analysis (EFA) research design and the researchers are using the Stratified sampling techniques and simple random sampling techniques, method of data collectection from Suppliers, Primary Cooperative, Secondary Cooperative and Employee of Ethiopian Commodity Exchange, traders data analyzed using SPSS software (Version 22), the researchers can be used both primary the Secondary data collection, through questionnaires and secondary data to prepare the research collected from the source of various document of the Ethiopia Commodity Exchange. At the end the researcher can concluded, and data analyzed to describe from the Exploratory factor analyze, based on Correlation matrix, KMO, Average Variance Extracted, Factor Loading and Rotation Matrix analyze, Scatter plot and to construct the internal consistence of Convergent validity and reliably test alpha result of Composite reliability the information that collected from primary and secondary source.