Factors influencing the sales performance of market traders in the informal sector taking a case of Wandegeya market.

Abstract

The purpose of this study was to investigate factors determining sales performance of market traders in the informal traders in Wandegeya Market. Specific objectives were (𝑖) to find out the effect of the type of business engaged; (𝑖𝑖) education level (iii)institutional factors such as access to credit facilities and market training (iv)the gender of the business owner and (𝑣) marketing strategies on the sales performance of the market traders in Wandegeya market. A cross-sectional survey design with units of interest selected was primarily from Wandegeya market with reference from UBR with the aid of a Simple Random Sampling technique With the aid of Stata 15.0 computer software, data analysis was performed at two different levels namely univariate and bivariate. Univariate analysis with the aid of descriptive statistics and of frequency counts and percentage while Bivariate analysis undertaken with the aid of ANOVA and Chi-square (2) to test the nature of relationship between the variables. Results showed that enterprises headed by traders with better marketing strategies are more likely to generate more sales growth than those run by idle traders; more educated traders have more skills and thus obtain more average sales growth than the uneducated traders. There is no significant difference in mean performance of various categories of businesses (such as salon, general merchandise, kiosks, boutiques, restaurants). With the reduction in electricity cost, rent cost and the over hyped KCCA taxes, the study encourages need for entrepreneurship education and training and better marketing strategies for improvement in the sales volume of traders.