Browsing by Author "Getachew, Kidist"

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    Challenges and Coping Mechanisms by Eritrean Women Out of Camp Policy Beneficiaries vis-à-vis their Human Rights in Addis Ababa
    (Addis Ababa University, 2016-11) Getachew, Kidist; Shiferaw, Anchinesh (PhD)
    People move out to find shelters outside of their country of origin in order to escape from various types of persecutions. In the country of asylum, refugees and asylum seekers may face a different opportunities in which they could get a solution for their causes of flight. Ethiopia as a county of asylum for refugees coming from different countries provide supports and maintains protection and solutions. Out of Camp Policy is one of the strategies that the Ethiopian government grants for Eritrean refugees to live out of the camp with their own means of financial capacities. The study addresses thechallengesof Eritrean Women refugees in the veneration of their human rights and their coping mechanism while residing in Addis Ababa. The study has been conducted through a qualitative research design employing a phenomenological approach using both primary and secondary sources of data. The target groups of the study has been selected by using both purposive and snowball sampling techniques in which the data have been gathered through in-depth and key informant interview as well as FGD. The study found that despite its appreciative packages, the OCP scheme has created room for the violation of rights and challenging environments for women OCP beneficiaries as a result of its non assistance principle. All the problems of the Eritrean women OCP beneficiaries are also emanated from Ethiopia’s’ reservation on the right to work of the 1951 refugee convention.
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    The Effect of the Marketing Mix Elements (Product, Price, Place/Distribution and Promotion) on Brand Loyalty a Look in to the Case of St. George Beer
    (Addis Ababa University, 2015-05) Getachew, Kidist; Andualem, Getie (PhD)
    Since the emergence of branding as an approach to marketing, businesses have realized the importance of retaining existing customers and started developing marketing strategies to build long-term relationships with customers (build brand loyalty). Therefore identification and application of all the marketing elements affecting brand loyalty are essential in the construction of a framework that can guide the evolution of brand loyalty. The aim of this study was to identify the level of effect that the marketing mix elements has on brand loyalty taking St.George beer as a case study. The study builds a conceptual framework using the marketing mix elements and presents the impact and relationship between the dependent and independent variables. The empirical study which followed was conducted among a sample of 326 consumers of the brand under study. The empirical study produced results that measured the impact of each independent variables on brand loyalty. The results were analyzed and the results of the study confirmed that the 3 independent marketing mix elements (Product, place, promotion) have significant and direct effect on the dependent variable (Brand loyalty) whereas the second independent variable (price) has a significant and indirect effect on the dependent variable (Brand loyalty). Therefore based on the results found conclusions has been made and recommendations were provided.