FACTORS INFLUENCING MARKETING MIX STRATEGY ON CUSTOMER PURCHASE DECISION: The case of Aqua Addis bottling water in Addis Ababa

Abstract

The purpose of this study was to factors influencing marketing mix strategy on customer purchase decision The case of Aqua Addis bottling water in Addis Ababa. The target population includes consumers of Aqua Addis bottling water in Addis Ababa (Ethiopia). The study used product, price, place and promotion as independent variables and consumers’ purchase decision as a dependent variable. This research was conducted using survey through a set of questionnaire with 5-point likert scale items. The questionnaire was distributed to 384 respondents and the responses from 90% of the respondents were analyzed using descriptive and inferential statistics such as mean, correlation and multiple regression. The findings of the study show that product, price and place significantly influence consumers’ purchase decision for Aqua Addis bottling water. Promotion has no significant influence on consumers’ purchase decision. Therefore, Aqua Addis bottling water marketers should give attention to enhancing its product attributes in terms of quality, reliability and also create good packaging design which attracts consumers and easy to hold.