Browsing by Author "Meron Adnew"

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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 (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 decision