Browsing by Author "Getie Andualem"

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    Effect of Social Media Advertising on Customer Buying Behavior in case of Addis Ababa University School of Commerce Current Students
    (Addis Ababa University, 2024-07) Haregeweyn Kassa; Getie Andualem
    The objective of this study was to investigate the effects of social media advertisement on consumer buying behavior in case of current students of school of commerce, Addis Ababa xi University (AAU). The study adopted descriptive as well as explanatory research design. The study collected primary data through a questionnaire. The study sample in terms of the respondents covered 194 students, which were selected based on connivance sampling method. The data was analyzed using Statistical Package for Social Sciences (SPSS) version 22. The study found that perception of respondents concerning their buying behavior has a grand mean score of 2.94, indicating that most of respondents had moderate level of buying behavior. More so, the findings of the study revealed that there is positive and high correlation between the four social media advertisements constructs (entertainment, familiarity, social imaging and advertisement spending) and buying behavior. The result of regression also indicates that all four predictor variables have statistically significant effect on buying behavior. The four independent variables studied were explain 64.3% of variation in buying behavior as represented by the R² value. Thus, it can be concluded that social media advertising has a positive influence on consumer buying behavior. Therefore, in order to successfully influence consumer buying behavior, the study recommend social media marketer to give particular attention to the quality of entertainment, familiarity, social imaging and advertisement spending of social media advertising campaign. Key Words: Consumer Buying Behavior, Entertainment, Familiarity, Social Imaging, Advertisement Spending
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    Evaluation of Antimalarial Activity of Seeds of Dodonaea Angustifolia and Leaves of Entada Abyssinica Against Plasmodium Berghei in Swiss Albino Mice.
    (Addis Ababa University, 2010-06) Getie Andualem; Petros Beyene (Professor); Mekonnen Yalemtsehay (Professor)
    In the face of antimalarial drug resistance, there is need to develop more effective antimalarial drugs that are inexpensive. In this respect, traditional medicinal plant-based antimalarial products are more preferable candidates. In this study, the seeds of Dodonaea angustifolia and the leaves of Entada abyssinica, used in indigenous medicine to treat malaria in Ethiopia, were evaluated for an in vivo antimalarial activity against chloroquine sensitive Plasmodium berghei ANKA strain. Acute and sub acute toxicity studies of the extracts were carried out in Swiss albino mice prior to antimalarial activity test. Behavioral changes, mortality, weight loss, reduction in PCV, WBC and RBC count, in the mice were used as indicators of toxicity. All extracts revealed no obvious acute and subacute toxicities on mice up to the highest (1000/750mg/kg) dose given. To assess the antimalarial activity, male Swiss albino mice were infected by intraperitoneal inoculation of 106 parasitized erythrocytes. The plant extracts were solubilized in Tween 80(3%) and experimental groups received once daily after 3 hours of infection for four days via gabage. CQ- phosphate was given for positive control and vehicle for negative control. Each extract was none toxic and showed significant level of parasite suppression compared to the negative control. The highest parasite suppressions (86.21%) at 600mg/kg and marginal efficacy were obtained form the methanol extracts of D. angustifolia at 100mg/kg. The results of this study provide support for the traditional therapeutic value and the reported antimalarial activity. Therefore, further investigation to determine the active ingredients of these plants as potential source of new antimalarial drugs should be carried out. Key words: antimalarial activity, Dodonaea anqustifolia, Entada abyssinica, in vivo, Plasmodium berghei.
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    Factors Affecting Consumer Buying Behaviour toward Green Packaged Products: The Case of Addis Ababa, Ethiopia
    (Addis Ababa University, 2024-09) Ahlam Bogale; Getie Andualem
    This study investigates the factors influencing consumer buying behavior toward green packaged products in Addis Ababa, Ethiopia, focusing on three key variables: environmental awareness, willingness to pay, and altruism. Given the rising environmental concerns and the need for sustainable consumption practices, understanding these factors is crucial for promoting green packaged products in the market. Data were collected through a structured questionnaire distributed to 384 consumers, yielding a high response rate of 95.6% with 367 valid responses returned. The methodology involved a comprehensive multiple regression analysis to examine the relationships between the independent and the dependent variable. The findings revealed that environmental awareness, willingness to pay, and altruism all significantly and positively impact consumer buying behavior toward green packaged products. Among these, altruism showed the highest influence, indicating that individuals who prioritize the welfare of others and the environment are more inclined to purchase green-packaged products. Environmental awareness also had a strong impact, suggesting that consumers with higher awareness levels show a stronger preference for green-packaged products. Willingness to pay emerged as a significant factor, with many consumers willing to pay a premium for green-packaged products, driven by their perceived environmental benefits. Based on these findings, several recommendations are proposed. First, increasing environmental awareness efforts across various media platforms to educate consumers about the advantages of green packaged products. Second, strategies to make green packaged products more affordable, such as subsidies or incentives, could alleviate economic barriers. Third, promoting altruistic behavior through community programs and marketing strategies highlighting the societal benefits of green packaged products to further encourage green buying behavior. Future research should explore additional factors that might influence green buying behavior, and expand the geographical scope beyond Addis Ababa. This research offers useful insights for marketers, and environmental advocates aiming to promote sustainable consumption practices in urban settings, contributing to the broader goal of environmental sustainability. Key Words: Green packaged products, Environmentally Friendly Products, Consumer Green Buying Behavior, Sustainable Consumption, Altruism
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    Factors Influencing Buying Behavior of Fashion Products in Addis Ababa, Ethiopia
    (Addis Ababa University, 2024-04) Emnet Efrem; Getie Andualem
    The main objective of this study was to understand how certain factors in the market affect theconsumer buying behavior of fashion products in Addis Ababa, Ethiopia. This study on the factorsinfluencing buying behavior of fashion products in Addis Ababa, Ethiopia, is significant for severalreasons. It aims to promote economic development by supporting local industries and tailoringproducts to consumer preferences, which can lead to job creation. Additionally, it seeks to enhanceawareness of Ethiopian fashion and foster pride in domestic products. The findings will providevaluable insights for policymakers to develop strategies that support local industries and encouragesustainable practices. This study used quantitative data collected through questionnaires and theresult is analyzed by using a quantitative approach. The primary objective of this study was toinvestigate the factors affecting consumer behavior regarding fashion products in Addis Ababa,Ethiopia, focusing on three variables: Product, Price, and Promotion. Data was collected through an online questionnaire using a five-point Likert Scale, with 384 respondents participating, of which 378provided complete responses. The data was analyzed using SPSS, beginning with reliability andvalidity checks that confirmed the instrument's effectiveness. Correlation analysis confirmed positive relationships between all independent variables and consumer behavior. The multiple regressionanalysis indicated a strong relationship between the variables and consumer behavior, with Productshowing the highest contribution at an R² of 80.8%. Price also significantly influenced consumerbehavior at R² of 75.3%, while Promotion had a substantial effect at R² of 71.5%. Overall, the studyhighlights the critical roles of Product, Price, and Promotion in shaping consumer buying behavior inthe fashion sector. This study aimed to identify the effects of Product, Price, and Promotion onconsumer behavior regarding fashion products in Addis Ababa, Ethiopia. Analyzing responses from378 participants revealed that all three factors significantly influence buying behavior. Consistentwith previous research, the quality of the product emerged as the most critical factor, followed by price, which showed an inverse relationship with purchasing decisions. While promotion also plays arole, it is less influential than product quality and price. Therefore, manufacturers should prioritizeproducing high-quality fashion items across various price ranges, while also considering effectivepromotional strategies to enhance consumer engagement.Manufacturers should prioritize productquality, as it significantly influences buyer behavior. Strategic pricing is essential to offer affordableproducts without compromising quality. While promotion is less critical, it should still be effectivelyutilized. Future research should explore additional factors and demographic influences, and considerlongitudinal studies to track changes in consumer preferences. Expanding studies to other regions ofEthiopia will also provide valuable insights. Keywords: Product, Price, Promotion, Buying Behavi
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    The Effect of Advertising on Consumer Buying Behavior in The Case of Dstv in Addis Ababa
    (Addis Ababa University, 2024-05) Meseret Getu; Getie Andualem
    This study looked into how advertisements affected consumers' purchasing decisions in the context of DSTV in Addis Ababa. The researcher employed an explanatory design and a quantitative research approach to quantitatively explain how advertisements affect consumers' purchasing decisions. A practical sampling technique was employed by the researcher to obtain representative samples from the populations. Data was collected from a sample of 399 customers using a structured questionnaire. Customers' purchasing habits were found to be the dependent variable and advertisements to be the independent variable. Media such as print, broadcast, online, and outdoor were regarded as sub-dimensions of advertising. Following that, descriptive and inferential statistics (correlation and regression analyses) were used to examine the data that had been collected from the respondents. The correlation study sheds light on the connections between customer purchasing behavior (CBMEAN) and the advertising components (OMMEAN, PMMEAN, BMMEAN, and IMMEAN). It suggests that these variables have positive correlations with one another. The results of the regression study offer quantitative proof that advertising in print, broadcast, outdoor, and online media has a favorable and substantial influence on customer purchasing decisions. These results aid in our comprehension of how various forms of advertising affect consumer behavior and can direct the creation of successful marketing plans. More time, a comprehensive survey, and a high degree of transparency from respondents are needed to examine the impact of advertisements on DSTV subscribers in Addis Ababa; yet, the majority of customers are not forthcoming in their responses to some questions. The researcher restricted the study to DSTV subscribers' customers in order to meet the study's goal. It is advised that the corporate management employ integrated marketing communication in light of the research's findings: Studies show that integrating different forms of advertising has a positive synergistic impact on consumer behavior. KEY WORDS: Advertisement, outdoor media, printed media, broadcast media, internet media and customer buying behavior.
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    The Effect of Green Marketing Strategies on Organizational Performance and the Mediating Role of Corporate Environmental Culture at Ethio Telecom
    (Addis Ababa University, 2026-10-30) Gebriel Girma; Getie Andualem
    The Continuous global warming has resulted in an increase in environmental awareness and environmental protection that has led more companies to adopt green marketing strategies. Ethio Telecom share Company faced many challenges and in an increasingly turbulent business environment which forces it to adjust its strategic responses and come up with green marketing strategies to deal with the ever-dynamic environment. The main aim of this research was to determine the effect of green marketing strategies on performance and the mediating role of corporate environmental culture of telecommunication companies in Ethiopia, in the case of Ethio telecom share Company. The study is focused on four theories: stakeholder theory Institution theory, Resource based view and Natural resource-based view. Empirical literature was also used in this research. The conceptual framework comprises independent, dependent and mediating variables A Descriptive survey design was used in this study. A sample size of 291 departmental executives, managers, staff and experts in Ethio Telecom share Company were involved. The study used a proportional stratified sampling technique. Questionnaires were used to collect Primary data through a drop pick method. Secondary data was acquired through sales records, annual and quarterly performance publications, trade magazines and future strategies plans. Information was presented in tables, charts and percentages. The information was presented and discussed based on every objective. This study has showed that at Ethio Telecom, green marketing strategies are not just symbolic gestures but are value creating strategic assets that increase organizational performance both directly and indirectly through the mediation of a strong corporate environmental culture. The findings further reveal that corporate environmental culture partially mediates this relationship, accounting for 51.6% of the total effect of green marketing strategies on organizational performance. The study concluded that green marketing strategies are not merely just a public relations tool but core strategic capabilities that create sustainable competitive advantage for Ethio Telecom by continuously enhancing immediate operational and financial outcomes while engraving environmental values into the soul of the organization. The main recommendation is to strengthen reward and recognition systems for behaviors, as this dimension scored lowest in the corporate environmental culture assessment. Green Marketing should be incorporated to organizations strategies as it could benefit the organization and the environment it operates in at large.
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    The Effect of Marketing Mix Programs on Consumer Buying Decision: In The Case of Repi Soap and Detergent S.C
    (AddisAbeba Universty, 2024-07) Meron Adnew; Getie Andualem
    The broader perspective of consumers includes not only the study of why and what customers buy but also how marketers influence consumers and how consumers utilize their products and services. Out of these many dimensions, the marketing mix is an important factor.Conventionally, the marketing mix is referred to as the 4P’s. The study used a quantitative approach to achieve the study's goals, and the associations presented within the framework were iv | P a g e tested using descriptive and explanatory research methodologies. Descriptive and explanatory research design and convenience/purposive sampling technique was applied on the research. The first-hand data were collected from 361 employees of the Repi Soap and Detergent S.C. by using a Likert scale-type questionnaire as an instrument for the collection of the employees’ perceptions towards the variables, and then the collected data were analyzed using descriptive statistics, correlational analysis, and multiple regression analysis. The most important finding of the study indicated that the marketing mix programs, i.e., price, promotion, place/accessibility, and product quality, have significantly affected the consumer buying decisions of Repi Soap and Detergent S.C. However, the organization should improve its marketing mix programs so as to enhance the buying decisions of its consumers even further. Specifically, Repi Soap and Detergent S.C. charge a competitive and affordable price, use different electronic and printed promotional media so as to positively influence consumers buying decisions towards its products, and the company should also work on making its products easily available using different distribution systems and create unique and attractive packaging designs so that it enables the consumers buying decisions to purchase Repi Soap and Detergent S.C. products. Additionally, the company should take into account all aspects of the marketing mix while producing its products. Key words: Marketing mix, 4P’s, Consumer buying decision