Abstract:
Micro and Small Enterprises (MSEs) play an important economic role in many
countries and recognized as an important vehicles of economic diversification,
employment creation, income generation and distribution, and poverty alleviation.
The purpose of the study is to examine the effects of marketing practice on financial
performance in Deberetabor Amhara credit and saving institution. The study design
of this research is descriptive and cross sectional research design through
quantitative approach. To collect the data standardized questionnaire was used as an
instrument. The sample size of 287 participants was selected through simple random
sampling method. The study was used both primary and secondary data. The
collected data was analysed by using descriptive statistics, multiple regression and
correlation analysis method through SPSS (version 20. The finding indicated that
marketing practices namely product, price, people, promotion, physical facility has
significant positive relationship with financial performance. It is also interesting to
note that the variable "process" did not have any significant impact on the financial
performance of the organization.
