EFFECT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOR IN CASE OF COCA-COLA ETHIOPIA

Abstract

The study had examined the effect of digital marketing on consumer buying behavior in the case of Coca-Cola Ethiopia. The sample populations of the study were consumer of Coca-Cola in Addis Ababa. Quantitative research approach been adopted in selecting a sample size of 385. Primary data were collected using questionnaires from the consumers of the product and then collected 355 response, the data collected were carefully edited, coded, encoded using spread sheet and analyzed by using SPSS, Descriptive and explanatory research design was used to analyze the result. The results of the analysis revealed that online display ad, social media and Website were identified by the consumer of coke as factors determining their buying behavior, In accordance with existing empirical literature the results of the present study have supported the established relationship between buying behavior and Digital marketing, The result of the study indicated that the identified factors (Online display ad, Social Media and Website ) have significant Effect on customer buying behavior, according to their respective extent online display ad have the strongest positive effect and followed by social media and website. With these findings the study provides many implications to increase the buying behavior of coke by recommending that the company must strengthen the use of Digital marketing. As the world moving towards digital era, the digital channels plays vital role in increase of sales of any firm’s products. So the present study made an attempt to reveal the impact of digital marketing on customer buying behavior.