MARKETING MIX PRACTICE OF SOFT DRINKS INDUSTRY IN ETHIOPIA: THECASE OF MOHA SOFT DRINKS SHARE COMPANY

Abstract

The purpose of the research was Marketing MixPractice of Soft Drinks Industry in Ethiopia; The Case of MOHA Soft Drinks Share Company. Specifically it examined the product, price, place and promotion of the company. In order to obtain the best resultthe research methodology adopted werea Descriptive Survey involving retail customer in Addis Ababa. Primary data were used in this study. Primary data were collected using Questionnaire and Interview. 204Questionnaires were distributed to a sample respondents and 185 Questionnaires were returned and valid for data analysis making a response rate of 90%.The selections of the retail customers were carried out by using purposive sampling technique because it is believed that to have more exposure to get a total population of the study. Interview was conducted with companies marketing manager. Descriptive Statistics like frequency counts, percentage were used in the analysis of the data. To analyzethe data the researcher used Statistical Package for Social Science SPSS software 24 versions. Findings from the research revealed that the price dimension of the products of the companyretail customers responses indicated that the price of the product unfair and unaffordable. Productdimension of the company retail customers response revealed customers are disagree about product Unavailability during peak seasons.Location perspective (Place) dimension of product of company customers are not convenient to the distribution channelsused by the company is less convenient to them. Promotion dimension of the company customers responses shows that the company promotional mixes used are were not effectively used.