Browsing by Author "Getachew Birhanie"

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    Effect of Product Differentiation on Market Share in the Ethiopian Real Estate Industry: Evidence from Addis Ababa, Ethiopia
    (Addis Ababa University, 2022-06) Getachew Birhanie; Mesfin Workineh (PhD)
    The aim of the study was to examine the effect of product differentiation on market share of real estate industries in Addis Ababa City. By taking the research objectives and questions into considerations, both quantitative and qualitative research approach, and both descriptive and explanatory research design were used. The study was delimited to random and purposive sampling techniques. Quantitative data was collected using a structured questionnaire which has been developed and distributed to a sample of 384 customers of the five real estate industries. With a response rate of 95.05%, 365 questionnaires have been returned and were valid for data analysis. The quantitative data were analyzed by using descriptive and inferential analysis. The findings of descriptive statistics have shown that the mean score of product differentiation variables i.e. Quality of homes, product design, innovation of homes and brand image inclined to agreement level. Data also collected through interviews from marketing managers and sales person. All independent variables have the significant correlation with the dependent variable “Market share”. In this case, relatively quality of homes had a higher strong relationship with market share. Likewise, the empirical findings of the multiple regression indicated that, all of the predictor variables i.e. quality of homes, product design, innovation of homes and brand image have a positive and significant effect on the market share of real estate industries. The results also revealed that these independent variables were significant joint predictors of market share. The independent variables jointly explained 80.4% of the variance in market share. Finally, recommendations were made for real estate developers based on the findings of the study. Key words: Quality of Homes, Product Design, Product Innovation, Brand Image, Market Share