THE PRACTICES AND CHALLENGES OF SPORTS EQUIPMENTMARKET IN SIDAMA REGION, ETHIOPIA

Abstract

Sports Equipment Market has become one of the leading industries in the world that improves social, economic, cultural and mental development of individuals and the society as a whole. Descriptive survey method was used to conduct this study. Both qualitative and quantitative approach implemented. From the total of 320 subjects, a sample of 48 individuals was selected as subjects of the study. Simple random and purposive sampling techniques were used. The data gathering instruments such as questionnaire, structured interview an observation was used to collect data from respondents. Frequency distribution, percentage, and the mean value were used to organize data in tables. The major results of the study revealed that the current sports equipment market practice was very weak. Some of the major challenges were, lack of product distribution challenges confirmed by 66.7% of respondents, 90% of respondents replied that the price of sport equipment was not affordable, 75% of athletes and 100% of coaches confirmed there was shortage of shopping centers, 100% of respondents replied there was lack of local manufacturers or whole sellers, 83.3% replied quality of sport equipment was low, 100% of respondents replied sport equipment were inaccessible in all areas of the region, 83.3% of respondents confirmed there existed mismatch of demand and supply, majority of respondents confirmed that stakeholders were not involved actively in the market. On the basis of the results of the study, the researcher concluded that there has been a shortage of sports equipment because of limited number of retailers in the region, the products were not easily accessible for all ball games, most equipment were only for football players with low quality, the price of the products was expensive for customers and have led them not to purchase frequently, the shortage of whole sellers or manufacturers had been one of the challenges for adequate distribution of sports equipment in the region. Finally, recommendations were forwarded by the researcher based on the major results of the study so that the sport industry could be improved through the market accessibility of sports equipment in Sidama region and the country as well. For example: supplying and supporting local manufacturers. Noticing brand cost, durability and quality. All stakeholders should work for the availability of sports equipment, improvement of marketing strategies and opportunities.