Browsing by Author "Helen Abera"

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    The Effect of Marketing Mixes on Brand Preference in Malt Drinks in Addis Ababa (A Case of Negus Malt)
    (Addis Ababa University, 2022-06) Helen Abera; Beza Libeyesus (PhD)
    The purpose of this study was to investigate the effect of marketing mixes on customers brand preference in malt drinks in Addis Ababa in case of Negus malt. The studies major approach was quantitative and used qualitative data. Purposive sampling technique has been used. Primary and secondary data were collected from 384 respondents. The primary data was collected using lickert scale questionnaire data collection instrument. Secondary data was collected from different written sources like magazines and websites. The collected data was analyzed using frequencies, percentage, correlations and regression analysis methods. The finding showed that there is positive and significant relationship among quality, price, promotion placement and customers brand preference. From open ended question it has found that the packaging material has significant relationship with customers brand preference. Therefore, the study recommends that, the company has to provide the product in plastic package. The company has to, make reasonable price, and make the product easily accessible. Keywords: customer preference, quality, price, promotion, placement