ASSESSMENT OF RETAIL MARKETING MIX AND RETAIL ENVIRONMENT OF SUPPERMARKETS IN ADDIS ABABA

Abstract

The purpose of this study to assess the retail marketing mix and situational factors effect on consumer buying behavior in selected retail supermarkets. Participant consumers who shop at the selected five supermarkets validate a theoretical model, indicating a significant positive relationship between marketing mix variables and consumer purchasing behavior. The retail marketing mix elements examined were product, price, shopping convenience, promotion, store atmosphere, and personnel. More qualitative research approaches were used with explanatory and descriptive research designs than quantitative ones. The data analysis was conducted through descriptive statistics such as mean, mode, standard deviation, frequency, percentile, and comparing mean analysis. The findings show that the retail marketing mix has the greatest influence on consumer purchasing decisions, followed by situational factors and individual characteristics. The study's findings also show that there is a significant difference between supermarket product consumers of various ages, educational backgrounds, and income levels in terms of product, shopping convenience, promotion, price, store atmosphere, and personnel. These findings add to the retail marketing literature and have marketing implications for increasing traffic and sales at selected supermarkets for the Addis Ababa area's targeted population. Retail supermarkets should create a comfortable buying environment, create more influencing and informative promotions, provide up-to-date training to their employees, consider the level of competition, access to transportation, availability of parking, easy accessibility, and long opening hours when deciding on a store location, maintain the right pricing decision, and carry a diverse product assortment in addition with to become a super-specialist.