Questionnaire

JINKA UNIVERSITY

COLLEGE OF BUSINESS AND ECONOMICS

DEPARTMENT OF MANAGEMENT

Questionnaire to be filled by south omo zone selected micro and small scale enterprises owners
Research Title: Evaluation of marketing strategy of micro and small scale enterprises in south omo zone
selected weredas of Semen Ari, Selamago and Jinka town.

Dear respondents,

We are management department lecturer at Jinka University College of Business and Economics. First of
all, we would like to thank you for your cooperation in filling out this questionnaire. This study is
considered as part of the research contribution of Jinka University to enhance the capacity of micro and
small scale enterprises in south omo zone. As your responses to the statements below have a great bearing
to our investigation, we kindly request you to fill it out carefully and genuinely. This information is going
to be used just only for academic purpose and apart from that your responses will be treated with great
confidentiality.

General Instructions

 There is no need of writing your name.

 All questions are close- ended which answered by placing a tick (√) mark with in the box.
Thank You in Advance

Part I: Demographic characteristics of respondents

1. Sex: A) Male B) Female
2. Age: A) 20-30 B) 31-40 C) 41-50 D) More than 50
3. Educational Level: A) Below first-degree B) First Degree C. Second-degree and above
4. Your experience in the enterprise
A) Less than one year B. 1–3years C.4–6years D)7–9years E) 10 years and above
5. What is size of your Enterprise:
Small Medium If others, please specify______

6. What type/sub-sector is your business/enterprise engaged in?

Manufacturing  Trade  Service  Construction  Agriculture 
Part-II: General Questions for micro and small scale enterprises
Instructions: the questionnaires contain statements about marketing strategies to be followed by
micro and small scale enterprises. For each of the questions given below, tick the response that
best characterizes how you feel about the statement, where 1= Highly Dissatisfied, 2=
Dissatisfied, 3= Neutral, 4=Satisfied and 5= Highly Satisfied.
Strategies regarding product

No
Items 1 2 3 4 5
.
1 our current product development approach leads to profitability
The product or service portfolio of our enterprise is up to the
2
customers‟ expectations.
3 We provide a wide range of product/service.
Strategies regarding promotion of the product

No
Items 1 2 3 4 5
.
1 We use different advertising media to promote our products/services.
2 We offer various sales promotions such as gifts, discounts etc.
We are sponsoring special events such as sports, charities and the like
3
to promote products/services of the SME.
4
Strategies regarding pricing

No
Items 1 2 3 4 5
.
1 Our pricing strategy helps us in maximizing our profit
Our pricing strategy pays attention to the competition and act
2
accordingly
The new product pricing strategy encourages customers willing to try
3
new products easily
4 We are offering discounts on the basis of loyalty
5 The price charged are commensurate to the quality of service offered
Strategies regarding distribution

No
Items 1 2 3 4 5
.
There is adequate marketing linkage between your enterprise and other
1
MSEs
our business is sufficiently liked with markets such as, whole sales or
2
retail business firms
3 There is enough market access to sell your product/service.
Statements regarding market segmentation, targeting and positioning strategy
No strongly Agre strongly
Items Neutral Disagree
. agree e disagree
You have analyzed existing business
1
opportunities
You have segmented your market based on
2 various factors such as demographic,
psychographic, etc,
You have identified the target market you can
3
best serve.
We focus on the precise need of the target
4
segment
we use different strategy to create proper
5
appeals in the minds of the target market/s.
Relationship marketing strategy

No
Items 1 2 3 4 5
.
We have a strategy to develop good and positive relationship with
1
customers
We consider that Maintaining and enhancing customer relationship is
2
an important aspect of our business.
General marketing management capacity
No strongly Agre strongly
Items Neutral Disagree
. agree e disagree
You have developed annual Marketing plan
1
for your business
You have developed strategic marketing plan
2
for your business
You have developed evaluation and control
3
programs for your business.