Analyzing the Influence of Marketing Mix Elements on Customers’ Passenger Car Brand Preference; The Case of Car Dealers in Addis Ababa

Abstract

This study was conducted with an objective of analyzing the influence of marketing mix elements on passenger car brand preference in the case of selected car dealers in Addis Ababa. It conceptualized and developed four dimensions of marketing mix elements: product, price, place and promotion and tests their relationship with brand preference. This study used both descriptive and explanatory research designs. Based on the objective of the study 22 items were provided in a 5 point Likert scale to 323 respondents. Non Probability, Convenience sampling method was used. The data was collected through close ended questionnaire and analyzed through both descriptive and inferential statistics. The descriptive analysis was conducted by using mean and standard deviation. On the other hand, inferential analysis was conducted by using Pearson correlation and multiple linear regression assumptions. The result indicated that marketing mix elements have significant positive effect on brand preference at significance level of 0.05. Product has the highest effect. Based on the findings the researcher recommends that dealers’ Marketing professionals should pay consistent attention to these Marketing Mix Elements especially to the Product element upon designing their Marketing strategies.