Exploring the Missed Opportunity of Moringa Marketing in Dire Dawa City Administration: An Empirical Based Analysis

Abstract

The main purpose of the study is to explore the missed opportunity of Moringa Marketing potential in Eastern Part of Ethiopia especially in Dire Dawa Administration. Mixed approaches with 276 usable samples were used and collect a data from Dire Dawa city dwellers   randomly and relevant data were gathered, presented and analyzed using descriptive and inferential statistical techniques. The findings revealed that there is a good awareness, perception, interest and willingness to pay for moringa and a demand for the processed moringa products is increasing though there is shortage of supply within the market with value added product.

Keywords: Dire Dawa; moringa marketing;   missed opportunity ;value addition