Marketing Management

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Browsing Marketing Management by Subject "4Ps"

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    Effect of Marketing Programs on Consumer Purchase Behavior: In the Case of Anbessa Shoe Factory
    (Addis Ababa University, 2021-06) Berhanu, Dawud; Mesfin, Tewodros (PhD)
    Anbessa shoe factory, the first shoe manufacturer in Ethiopia holding large customers, is experiencing competition from new entrants in the shoe market industry. The study tried to discuss the influence of major factors that affect the response of consumer purchase behavior by focusing on the marketing mixes. The research tried to cover the impact of 4p marketing mixes which are product, price, promotion, place. Comfort, modesty, well preparedness, and quality are covered under the product factor. Competitor price, cheap price, quality, and price match are investigated under the price factor. Salesperson attitude, word of mouth, and creative promotion are covered under the promotion factor. Convenience, accessibility in time and space, and distribution are covered under the place factor.The research used primary data collected through a structured questioner on 399 samples that are selected by purposive sampling and proportional stratified sampling techniques. Analysis was done using a statistical package for social science(SPSS) version 26. Considering product, price, promotion and place as an independent variable and consumer buying behavior as a dependent variable the study disclosed the relationship between the variables using multiple linear regression methods. The finding of the study reveals that factors namely product, price, promotion, price have a positive and significant effect on the consumer purchasing behavior of Anbessa shoe