DC Field | Value | Language |
dc.contributor.author | Ahmed, Faiza | - |
dc.date.accessioned | 2022-08-24T11:52:11Z | - |
dc.date.available | 2022-08-24T11:52:11Z | - |
dc.date.issued | 2022-05 | - |
dc.identifier.uri | . | - |
dc.identifier.uri | http://hdl.handle.net/123456789/7154 | - |
dc.description.abstract | The main objective of this study was to investigate the effect of Strategic Marketing Management
Practices on Consumer Buying Behavior in case of Coca-Cola Ethiopia soft drink consumers in
Addis Ababa, Ethiopia. To achieve the objective of the study the researcher developed conceptual
framework by reviewing previous literature as well as collected data from target respondents in
order to test the formulated hypotheses. The researcher used descriptive and explanatory research
design and the quantitative research approach. The target population of the study were the
consumers of Coca-Cola Ethiopia soft drink products in Addis Ababa, Lideta Sub-City.
Convenience sampling was used to collect the data from the respondents. Primary data was
collected from Coca-Cola Ethiopia soft drink consumers by using the five-point Likert scale
whereas secondary data were collected from books, journal article, published and unpublished
research, websites and others. The analysis was performed through descriptive and inferential
statistics using multiple regressions with the aid of statistical package for social sciences (SPSS).
The variation explained by the regression of all the predictor variables on consumer buying
decision was 72.4%. The remaining is explained by other variables not included in the models.
Multiple regression and correlation analysis were used to determine the relationship between the
independent variables (i.e product, price, promotion and place) and the dependent variables
(consumer buying behavior).The result indicates that all the marketing mix elements have a
positive and significant effect on consumer purchase behavior. Therefore, Coca-Cola Ethiopia
Soft Drink Company should give more emphasis on marketing mix elements to attract and retain
its customers to attain sustained competitive advantage. | en_US |
dc.language.iso | en | en_US |
dc.publisher | ST. MARY’S UNIVERSITY | en_US |
dc.subject | Marketing mix, product, Price, promotion, place and Consumer buying behavior | en_US |
dc.title | The Effect of Strategic Marketing Management Practices on Consumer Buying Behavior in the case of Coca-Cola Ethiopia | en_US |
dc.type | Thesis | en_US |
Appears in Collections: | Business Administration
|