Browsing by Author "Getie Andualem (PhD)"
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Item Consumer Choice Factors For Buying Real Estate Property in Addis Ababa(Addis Ababa University, 2024-10) Simon Sherefa; Getie Andualem (PhD)This study set out to investigate the variables that affect consumers' decisions while purchasing real estate in Addis Ababa. The researcher has investigated how customers' choices of real estate are influenced by factors such as price, income, distance, environment, quality, and motivation. 220 valid and completed survey responses were obtained from a total of 245 questionnaires delivered to various survey participants located around Addis Ababa for the purpose of data collection. The purpose of descriptive frequency and percentage is to look into the segment characteristics of the target respondents. This study is helpful in examining the link between one dependent variable—consumer choice—and six independent variables—price, income, distance, environment, quality, and motivation—using a multiple regression model. The real findings were produced using SPSS version 27 software and STATA 15 once all the presumptions were successfully gathered. The study's main conclusions were that the six factors—price, income, distance, environment, quality, and motivation—all had a big influence on what people decide to buy. One of the main factors influencing consumers' choices is price. Keywords: Price, Income, Distance, Environment, Quality and MotivationItem Determinants of Customer Satisfaction: In the Case of Addis Ababa Light Train(Addis Ababa University, 2022-06) Berhanu Molla; Getie Andualem (PhD)Customer satisfaction is a measurement which determines how happy the customers are with a company’s products and services. Determinants of customer are used to measure customers’ satisfactions. The primary goal of this research is to look into the determinant factors which affect the passengers’ satisfaction of Addis Ababa light train transit. The study employed both qualitative and qualitative research approaches. In qualitative research approach semi structured interview was used. Where as in case of quantitative research approach descriptive and inferential analysis was used in order to understand the overall satisfaction of the passengers and to identify determinant factors which have significant effect on passengers’ satisfactions. Pearson correlation analysis and multiple regression models were employed to investigate the relationship between service quality measures and passengers' satisfaction. The findings obtained from all analyses revealed that the passengers are dissatisfied with the service of Addis Ababa light train Transit Corporation. Based on the results of the multiple regression model, service tangibility, service reliability, service assurance, service comfort and service frequency are found to have significant effect on passengers’ satisfaction. Key Words: Passengers’ satisfaction, service quality dimensions, qualitative analysis, multiple regression model, light train transit, Addis AbabaItem Effect of Digital Marketing on Customers Brand Loyalty: Case of Bank of Abyssinia(Addis Ababa University, 2023-06) Endale Lemma; Getie Andualem (PhD)The study had examined the effect of digital marketing on customers brand loyalty in the case of Bank of Abyssinia. The sample populations of the study were customers of Bank of Abyssinia in east Addis Ababa district. Quantitative research approach been adopted in selecting a sample size of 384. Primary data were collected using questionnaires from the customers of the product and then collected 348 responses, the data collected were carefully edited, coded, encoded using spread sheet and analyzed by using SPSS, Descriptive and explanatory research design was used to analyze the result. The results of the analysis revealed that email marketing, social media marketing, content marketing and SEO were identified by the customers of BOA as factors determining their loyalty, In accordance with existing empirical literature the results of the present study have supported the established relationship between brand loyalty and Digital marketing, The result of the study indicated that the identified factors (SEO, Social Media, email marketing and content marketing ) have significant Effect on customer brand loyalty, according to their respective extent social media have the strongest positive effect and followed by SEO and content marketing. With these findings the study provides many implications to increase the brand loyalty of BOA by recommending that the company must strengthen the use of Digital marketing. As the world moving towards digital era, the digital channels play vital role in increase of sales of any firm’s products. So, the present study made an attempt to reveal the impact of digital marketing on customer brand loyaltyItem 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 (PhD)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 SpendingItem Factors Affecting Customer Retention in Debub Global Bank S.C.(Addis Ababa University, 2022-06) Tsega Habtegebriel; Getie Andualem (PhD)Customers are the key focus of all businesses without them banks have no resources and no earnings. As a result, customer has the potential to be an effective instrument that banks can utilize to acquire a strategic edge in today's ever-increasingly competitive banking business, and retaining them is very important because obtaining new customer incur more cost than retaining the current. Therefore, this study aimed to investigate factors affecting customer retention in Debub Global Bank. To achieve the research objective, explanatory research designs were employed. In addition, proportionate stratified and convenience sampling were applied. Subsequently, each of the branches under a different Grade level is treated as a separate stratum and convenience sampling was used to select respondents. To collect primary data a questionnaire and interview were used. Consequently, the study distributed 384 questionnaires and the analysis was made based on 337 successfully responded questionnaires. A multiple regression model was constructed for the dependent variable (customer retention) and six independent variables (i.e., service quality, customer satisfaction, price perception, customer trust, brand image, and technology). SPSS was used to perform data analysis. As result, the regression test showed that at a five percent significant level customer satisfaction and customer trust have the highest positive and significant effect on customer retention followed by service quality, price perception, brand image, and technology. Finally, among others, the researcher recommends that management must continuously survey to assess the level of satisfaction, empowerment, and capacity development of employees, embrace financial technologies and customize the product and service. Further, it concludes that all the variables are significant so the banks give more effort to the improvement of customer retention determinants to enhance the level of customer retention. Keywords: Service Quality, Customer Trust, Customer Satisfaction, Price Perception, Technology, Brand ImageItem Factors Affecting Destination Preference of Tourists: An Empirical Study on Selected Destinations in Addis Ababa City(Addis Ababa University, 2022-06) Yodit Yared; Getie Andualem (PhD)The objective of this study is to investigate factors affecting destination preference of tourists an empirical study on selected destinations. Specifically, on Entoto and sheger parks, to indicate how destination preference evaluated by domestic tourists in terms of destination image and promotion, attractiveness, Peace & security, Infrastructure and cultural heritage. In order to achieve its objectives and Hence, to make the study strong, descriptive and explanatory design are used. These study gathered data based on the number of domestic tourists 370 local tourists that are selected randomly in Addis Ababa city newly opened Entoto and Sheger Parks. Data sources survey questionnaire, interview, and observation, data collection instruments were also used. Therefore the researcher found out that Out of the six factors Peace & Security, destination Image and promotion and infrastructure have positive and significant effects on destination preference. On the other hand, cultural heritage relatively has a weak and low significant influence on destination preference tourists. The findings of this study also indicated that price and peace and security is the most important factor to have positive and significant effect on destination preference tourists. Based on the findings, improvement on the city infrastructure, ensuring peace and security, price reduction of service for low income community is among the recommendations given. Keywords:- tourism preference, tourism destination, Entoto and Sheger ParksItem Factors Affecting the Sales of Non-Life Insurance Policy in Awash Insurance(Addis Ababa University, 2023-07) Feyisa Dandana; Getie Andualem (PhD)The purpose of this study was to investigate and asses the factors that influence the sale of non-life insurance policy in the case of Awash Insurance Head Office. Premium rate, process and procedure of claims settlement, sales agent of the company, underwriting process, and promotion or advertisement are assumed as independent variables, whereas, the sale of the non-life insurance policy of the company was assumed as dependent variable of this study. This study was based on an explanatory study design and a quantitative research approach. Respondents for this survey were selected using systematic random sampling from marketing directorate, claim directorate, underwriting Directorate and licensed sales agent of Awash Insurance at Head office. Accordingly, 152 were selected as the respondents of this study. The main finding of this study is that premium rates are the significant influence on sales of non-life insurance policy. It is recommended that insurance companies have to conduct awareness campaigns and explain their products and benefits if the level of sales is to be enhanced. While charging a lower premium can impact the insurer’s profitability, charging higher could result in losing applicants. Maintaining this balance becomes a crucial and challenging process. Thus, it is better to make premium affordable to the customers buying capabilityItem Factors influencing buying behavior of Fashion Products in Addis Ababa, Ethiopia(Addis Ababa University, 2024-04) Emnet Efrem; Getie Andualem (PhD)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 BehaviItem Role of Private Sector in Enhancing Tourism Development: The Case of Selected Star Hotels in Addis Ababa City Administration(Addis Ababa University, 2022-06) Megnot Kedir; Getie Andualem (PhD)The private sector are the key player for the development of one the country, the role of private hotels in enhancing tourism development is the main theme of this paper that has been addressing to investigate role for tourism development. The objective of this study is to critically assess and examine the role of the star rated hotels for tourism development in Addis Ababa. The study address five basic research questions: How much do the hotel industries contribute to the development of tourism in Addis Ababa? Do the hotels have enough professional quality of human power for the development of tourism in Addis Ababa? What is the role of promotion performed by the hotels for the tourism development in Addis Ababa? What is the role of providing quality hotel infrastructures facilities for tourism development in Addis Ababa? What are the main challenges of hotels for development of tourism in Addis Ababa? The researcher collected both qualitative and quantitative data from primary and secondary sources using questioners, interview, document review and personal observation. The collected data were presented and analyzed using tables, graphs and charts. Results: The study result shows that the star rated hotels had important contribution for tourism development of the city. Their role is in promoting tourist attraction sites of the city, build the image of the country, and attract tourists providing training for the staffs however the sector lack of well-trained hotel professional, limited government support and the policy problem affects the tourism development in the city. This study concludes that most of hotels specifically one, two and three star rated hotels have limited contribution for the development of tourism in Addis Ababa. It also concludes that there is skill gap existed in the hotels. Finally, the researcher recommends that, the concerning government body can formulate appropriate policy to enhance the participation and contribution of the private sector for the development of the country. Keywords: Key words: private sector, hotel roles, tourism developmentItem 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 (PhD)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.Item The Effect of Digital Marketing on Consumer Buying Decision: The Case of Selected Food Service Providers in Addis Ababa, Bole sub-city(Addis Ababa University, 2023-07) Firaol Kidanemariam; Getie Andualem (PhD)The aim of this research was to look into "The Effect of Digital Marketing on Consumer Buying Decisions on Selected Food Service Providers in Addis Ababa." Search Engine Optimization, Pay-Per-Click Marketing, Web Design Marketing, E-mail Marketing, Mobile Marketing, Social Media Marketing, Affiliate Marketing, and Content Marketing for consumers were all extensively investigated in this study. 380 questionnaires were distributed to and collected from food service companies using a suitable sample method. From the 380 questionnaires issued, 368 available samples were obtained, yielding a 97% response rate to all participants who volunteered to participate. According to the study's findings, Search Engine Optimization, Pay-Per-Click Marketing, E-mail Marketing, Social Media Marketing, Affiliate Marketing, and Content Marketing have a positive and significant effect on consumer purchasing decisions in food service providers. Among the variables examined, content marketing had a significant effect on consumer purchasing decisions, followed by optimization for search engines marketing, affiliate marketing, email marketing, and social media marketing. Thus food service providers are recommended to focus on search engines marketing, affiliate marketing, email marketing, and social media marketing to assist consumer buying decisionsItem The Effect of Marketing Mix Elements on Sales Performance of MRO (Maintenance, Repair & Overhaul) Services: The case of Ethiopian Airlines(Addis Ababa University, 2022-10) Engdawork Seyoum; Getie Andualem (PhD)The aim of this study was to investigate the effects of service marketing mix elements on sales performance for MRO services in the case of Ethiopian Airlines. To achieve the study objectives, explanatory research design along with quantitative approach was applied. A sample of 56 respondents were chosen from management staffs of Ethiopian MRO based on Non-probability judgmental (purposive) sampling strategy. Survey questionnaire was used to collect the primary data and a total of 51 valid responses were obtained for analysis. Using SPSS 20.0 statistical application software, both descriptive and inferential analysis were conducted for multiple linear regression analysis to attain the proposed objectives. The results showed that Promotion (β = .260) relatively has the highest effect on sales performance followed by Product (β = .238), Price (β = .156), Place (β = .146) and Process (β = .111) at p-value less than 0.05. however, People (β = .069), and Physical environment (β =.065) sowed the least effect. Therefore, the results of this study findings revealed that all the 7 marketing mix elements has positive and significant effect on sales performance of MRO services of Ethiopian Airlines. Accordingly, the study suggests in order to improve the sales performance from MRO service, the company should improve quality and variety of MRO service which in the long run will develop brand reputation. It is also mandatory to adhere to customer feedback so as to serve them better, effectively utilize promotion mixelements by increasing resources allocated for communication and advertising activities and put maximum effort to effectively utilize all the possible promotion and advertising means to make the MRO service visible to all potential customers, in order to improve the human resource management, Personnel who interact with customer should be properly equipped with training and skill development programs in line with adequate motivational rewards to enhance employee-customer interactions. and in order to improve accessibility of service locations, the company should implement expanded services on Customer-site & tool Support service, 24/7 AOG support service, etc. needs improvement and revision to meet the vast aviation industry. Keywords: Marketing Mix Element, MRO Service, Sales performanceItem 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 (PhD)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 decisionItem The Effect of Marketing Mix Strategy on Export Performance: In the Case of Selected Export Companies in Addis Ababa, Ethiopia(Addis Ababa University, 2022-06) Eyerusalem Tesfamichael; Getie Andualem (PhD)The purpose of this study was to determine the effect of marketing mix strategies on the export performance of selected manufacturing and agricultural exporters in Addis Ababa, Ethiopia. The study collected primary data by distributing questionnaires to a sample of manufacturing and agricultural exporters. Out of the 80 questionnaires, 68 (85%) respondents completed and returned the questionnaire. Data were collected through five points Likert scales of the close-ended questionnaire and interviews were used to some extent. The quantitative data was coded and analyzed using SPSS 23 statistical tools, and the study's findings are explained in this study using descriptive and inferential (correlation and regression) analysis. The mean value of product marketing strategy, price marketing strategy, promotion marketing strategy, and place marketing strategy was 3.52,3.63,3.38,3.65 and 3.42, respectively. This study produced a correlation result for each independent variable with respect to dependent variables. Product marketing strategy with export performance (r=0.569), price marketing strategy with export performance (r=0.583), promotion marketing strategy with export performance (r=0.589), and place marketing strategy with export performance (r=0.396).At the end of the regression analysis of coefficients presented, the values of product strategy, price strategy, promotion strategy, and place strategy are 0.208, 0.227, 0.139, and 0.121, respectively; this shows that the values of all independent variables are positive, implying that independent variables have a significant effect on export performance, and the hypothesis result of this study shows that all independent variables accepted except place strategy as the significant value less than 0.05 with the exception of place marketing strategy. In general, the researcher discovered issues with specific variables that is recommended. As a result, those manufacturing and agricultural exporters should improve their export performance through the marketing mix, and it is recommended that they continue to be on the exporter's strength side against those elements of marketing mix and take actions (recommended) as improvement areas. Key Words: Product marketing strategy, Price marketing strategy, Promotion marketing strategy, Place marketing strategy, Export performanceItem The Effect of Marketing Strategy on Small and Medium Manufacturing Industries Performance Operating in Addiss Abeba, Ethiopia(2022-07) Fisha Birhane; Getie Andualem (PhD)Small and medium manufacturing industries (SMMEs) use marketing strategies as one of their primary functional strategies to improve performance. The purpose of this study is to look at the impact of marketing strategy on the performance of small and medium-sized businesses in Addis Ababa. Only quantitative research methods and both descriptive and explanatory research designs were employed to address the research objectives and questions. Proportionate stratified and purposive sampling approaches were used to limit delimited the study. A structured questionnaire was prepared and given to a sample of 267 owners and/or managers of SMMEs in the three sub- cities to obtain quantitative data (Akaki kality, Bole, and Nifas silk). The descriptive and inferential analyses were used to examine the quantitative data. According to descriptive statistics, the mean score of marketing strategy characteristics such as STP, product, price, promotion, location, customer orientation, and relationship marketing leaned toward agreement. The dependent variable "performance" has a substantial connection with all independent variables. In this situation, relationship marketing was found to have a stronger link to performance. Similarly, the empirical findings of the multiple regression revealed that only six of the predictor variables product, place, promotion, pricing, Customer Orientation, and Relationship Marketing have a positive and significant effect on SMME Performance, but not price. These independent variables were likewise found to be significant joint predictors of performance, according to the findings. Finally, based on the study's findings, recommendations for SMMEs were given. Key Words: Marketing Strategy, Product, Price, Promotion, Place, Customer Orientation, Relationship Marketing, Small and Medium Manufacturing industries, PerformanceItem The Effect of Relationship Marketing on Customer Loyalty: The Case of SAS Pharmacies(Addis Ababa University, 2023-05) Mintesnot Gashaw; Getie Andualem (PhD)This study aimed to investigate the influence of relationship marketing on customer loyalty in the context of SAS Pharmacy. Using a quantitative approach with a deductive and descriptive research design, the four dimensions of relationship marketing (trust, commitment, communication, and satisfaction) were chosen as independent variables, while customer loyalty was examined as the dependent variable. Statistical analysis was performed using SPSS version 26, utilizing correlation and multiple linear regression techniques. A total of 384 questionnaires were distributed, resulting in a high response rate of 97.65% with 375 completed questionnaires returned. The findings indicated that trust and satisfaction exhibited a significant and positive relationship with customer loyalty. However, the relationship between commitment and communication with customer loyalty was found to be insignificant. Consequently, two hypotheses were accepted while two hypotheses were rejected. The results revealed that relationship marketing accounts for approximately 41.6% of the observed loyalty among customers at SAS Pharmacy. These findings provide valuable insights into the importance of trust and satisfaction in fostering customer loyalty within the pharmaceutical retail industry and contribute to a better understanding of relationship marketing strategies that can potentially enhance customer loyalty and drive business growthItem The Effect of Service Marketing Mix on Customer Satisfaction: A Study on Selected Private Insurance Companies in Addis Ababa(Addis Ababa University, 2023-06) Binyam Ketema; Getie Andualem (PhD)This research aimed to examine the effect of service marketing mix on customer satisfaction by taking selected five private insurance companies in Addis Ababa as a case. The quantitative research approach along with explanatory research design was applied. Active motor insurance policyholders of five selected insurance companies were considered as a study population. Primary data were collected from a total sample size of315 sample respondents through structured self-administered questionnaires. The scale comprised standard marketing mix and customer satisfaction questions scaled with Likert Scale. In contrast to the conventional Likert Scale analysis method, the Taguchi Signal/Noise ratio method was used to concurrently account for the impact of average and variation as well as satisfaction and dissatisfaction data to accurately determine the direction of improvement of quality attributes. The relationship between components of the marketing mix and consumer happiness was examined using both descriptive and inferential analysis techniques. The data were analyzed by using Pearson correlation and multiple linear regression models. The results showed that the marketing mix elements have a positive and significant effect on customer satisfaction. Specifically, insurance policies had strong statistically significant positive effect on customer satisfaction (B= .251, P< .05) followed by promotion (B= .150, P< .05), premium (B= .137, P< .05), and placement (B= .129, P< .05). Whereas, claim settlement process (B= .113, P< .05), physical evidence (B= .041, P< .05) and people/staff competence (B= .051, P< .05) showed the least contribution to customer satisfaction. The seven service marketing mix aspects can be summed up as being reliable indicators of client happiness. Customer retention, customer satisfaction, and customer attraction are all possible with effective marketing mix implementation. The managements of the insurance companies are recommended to exert maximum effort on the improvement of their staff competence, adopting innovative internal process and the attractiveness of its service facilitiesItem The Effect of Social Media Advertising on Consumers’ Purchase Intentions: The Case of Meta Beer(Addis Ababa University, 2022-06) Lia Mesai; Getie Andualem (PhD)This research was carried out to investigates the effect of social media advertising on consumers’ purchase intentions. Competition is very stiff in the beer industry and since the implementation of a prohibition on all broadcast media advertisements for alcoholic beverages, beer firms are investing more on social media advertising, and into designing strategic ways of managing their social media for the purpose of gaining consumers’ purchase intention.. Hence, the need to investigate the effects social media marketing has on consumers’ purchase intentions using 5 selected independent variables which are understand ability, memorability, credibility, originality, and message appeal of social media ads and a dependent variable of consumers’ purchase intention. An explanatory approach was used, and the researcher evaluated several characteristics using a questionnaire with a 5-point Likert scale to collect primary data from a variety of sources. The results of the regression analysis revealed that there is statistically significant connection between the five autonomous and purchase intention of consumers. The Pearson correlation coefficient was used to indicate a positive relationship between the dependent and independent variables. The results provide insights for Meta beer marketing team as well as any marketer who works in the beer industry and uses social media advertising to be able to decide whether their social media marketing strategies stand good for the growth of their business, or to look for alternative methods and strategies. In addition, the beer industry will have a study to support advertising strategies. Key words: social media advertising, consumers’ purchase intention, beer industry, understand ability, memorability, credibility, originality, message appealItem The Role of Digital Marketing Strategies on Marketing Performance of MSEs in Addis Ababa, Ethiopia(Addis Ababa University, 2024-10) Solomon Assefa; Getie Andualem (PhD)Investigating 300MSEs' marketing effectiveness and digital marketing tactics in Addis Ababa, Ethiopia, was the goal of this study. The purpose of this study was to determine how digital marketing strategies affected small and micro businesses' marketing results in Addis Ababa. A regression design was used in this study. The target population for the study consisted of 300 MSEs, so the researcher developed a set of questionnaires for data collection. Technique of random sampling was used. The MSEs who used digital marketing at technology providers were the only ones included in the study. Data was gathered by the researcher using the drop-and-pick method after giving questionnaires to the sampled MSEs. Regression analysis was used to gather and examine quantitative data to determine the significance of the correlation coefficient on the relationship between the variables. According to the study, MSEs' marketing performance was significantly impacted by their use of digital marketing strategies. The study concluded that SMEs' marketing effectiveness is positively impacted by the adoption of digital marketing strategies. The adoption of digital marketing techniques by SMEs, including online adverbialization, email, mobile, social media, and search engine optimization, was advised. The study made the case that additional research on the topic, focusing on different MSEs and corporate cadres, was necessary to compare the findings. Keywords: Digital marketing, marketing performance, sales growth and MSEs