Browsing by Author "Zegeye Bahiru"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    The Impact of Packaging Arrangements on Consumer Satisfaction, Supply Chain Cost and Profitability” the Case of Heineken Breweries S.C. Ethiopia
    (Addis Ababa University, 2024-03) Zegeye Bahiru; Tariku Jebena(PhD)
    This thesis investigates the impact of a 100% returnable packaging system on consumersatisfaction, consumption behavior, supply chain costs, and profitability in Ethiopian breweries, specifically focusing on Heineken Breweries S.C. The qualitative analysisuses sales personnel data as a proxy to gauge consumer satisfaction, revealing that a fully returnable packaging system reduces home consumption due to convenience limitationsand lack of pricing incentives. Multivariate analysis based on data from 28 countries shows that home consumers are significantly affected by the 100% returnablearrangement, while the impact on out-of-home consumption remains statistically insignificant. Regression analysis further demonstrates that as the share of returnablepackaging decreases (replaced by one-way packaging), consumption levels rise. Predictive modeling suggests that shifting to a mixed packaging model—60% returnableand 40% one-way—could increase per capita beer consumption from 12-13 liters to approximately 22.1 liters. Financial analysis based on quantitative results and Heineken’ssupply chain data indicates that while the 100% returnable packaging arrangement benefits overall cost savings through package reusability, it negatively impactsoperational efficiency and revenue potential. The findings suggest that transitioning to a mixed packaging arrangement could improve customer satisfaction, boost homeconsumption, and increase profitability for Heineken Breweries S.C. Key Words: 100% returnable packaging, consumer satisfaction, home consumption, supply chain efficiency, profitability