| Abstract: | The Ethiopian fast-moving consumer goods (FMCG) sector is undergoing a
transformative phase as consumer buying decision is dynamic and changing daily
following the economic situations toward premium products and niche offerings.
However, the effectiveness of these strategies and the underlying consumer buying
decision shaping their success remain underexplored. This study examines the
intersection of consumer buying decision and business effectiveness in premium
product sales and niche market strategies Komari Beverages PLC. By leveraging a
mixed-methods approach—combining surveys sent to Komari senior sales and
marketing team and retailers, interviews to distributers in Addis Ababa, and
secondary data analysis from the company available data base. The descriptive
research method was applied. Purposive sampling method was used to choose a
sample 100 respondents. The data was examined using explanatory research design
and descriptive statistical tools such as frequency, mean, standard deviation,
tabulation regression. The findings are useful to firms focusing on premium
product sales and niche marketing strategies to improve the sales performance. As
a result, the FMCG industries use the competitive advantage selling premium
product and Niche marketing strategy to improve their sales performance on
consumer perceptions, purchase decisions, and overall Business performance. |
