DETERMINANT OF FACTORS AFFECTING CUSTOMER SATISFACTION OF BOTTLED WATER IN ETHIOPIA IN THE CASE OF ORIGIN NATURAL MINERAL WATER

Abstract

The expansive of bottling firms and marketing opportunity of bottled water are clear indicators to represent Ethiopian as a home of suitable investment opportunity for bottled water sector. The.aim of this study is determinant of factor affecting customer satisfaction of bottled water in Ethiopia in the case of origin Natural mineral water. Explanatory research design and mixed research approach is applied. The target population includes consumers of origin mineral water in Addis Ababa City. In this study sample size consisted of 351 customer and there distributor or wholesaler. Sampling is done by convenience techniques. The study was used both questionnaire and interview date collection instruments. Spearman measure of strength of association correlations analysis is applied to measure the strength and association between dependent variable, customer satisfaction and four independent variable, product strategy, price strategy, promotion strategy and distribution strategy. To measure the factor influencing customer satisfaction of origin natural mineral water and examine the effect of the independent variable on customer satisfaction binary regression model was used. Hence the goodness of fit of the model is 66% indicated that the independent variables had a significant power to explain the variance in customer satisfaction after confirming the model was valid the regression analysis and hypothesis testing is performed using SPSS software. The result showed that there is appositive and significant relationship between customer satisfaction of origin natural mineral water and product, Price, promotion and distribution strategy. Finally, the study recommended the appropriate and adequate measures of marketing mix strategies to long-term business successes, holding remarkable customer satisfaction.