| Abstract: | This study investigates the impact of diversity marketing on consumer attitude within the
banking industry, focusing on branches in Addis Ababa. Utilizing a mixed-methods approach,
both primary and secondary data sources were employed. A comprehensive survey was
conducted, involving 210 respondents across six randomly selected branches, employing a
structured questionnaire comprising 23 items. Proportional sampling technique was applied
to ensure representative sampling. Statistical Package for Social Sciences (SPSS) version 25
was utilized for data analysis, employing descriptive and inferential statistical tools including
frequency, mean, standard deviation, Pearson correlation, coefficient, linear regression,
diagnostic tests, linearity test, normality test, and homoscedasticity. These analyses aimed to
elucidate the relationship between diversity marketing dimensions (culture, inclusiveness,
gender, and religion) and consumer attitude. The research findings reveal a positive and
significant correlation between ethnic diversity marketing dimensions and consumer attitude.
Particularly, respondents expressed stronger agreement with the religious dimension,
suggesting that religious beliefs influence banking preferences, particularly in favour of
financial products compliant with religious principles such as profit-and-loss sharing and
asset-backed financing. Conversely, respondents exhibited lower satisfaction with the
language dimension of ethnic diversity marketing. Based on these findings, the study
recommends that banks enhance their ethnic diversity marketing strategies across all
dimensions to align with consumer expectations, thereby enhancing competitiveness within
the banking industry and maximizing profitability |
