Marketing Management

Permanent URI for this collection

http://etd.aau.edu.et/handle/123456789/42

Browse

Now showing 1 - 20 of 871

Adoption of Electronic Banking Business Practice and Its User Service Challenges: The Case of Buna Bank S.C Addis Ababa
(Addis Ababa University, 2023-07) Yohanes Mitiku; Belaynesh Tefera (PhD)
The purpose of this research was to assess the Adoption of electronic banking business practice and its user service challenges and enablers: the case of Buna bank S.C. The approached to inquiry, and purposive sampling techniques were used to represent a finite population. As a result, out of a total population of 130,000 of these studies were conducted, with 311 from buna bank customers in the south district. The Data were collected from primary and secondary sources and presented by using descriptive statistical tools and inferential statistics. The geographic scope of the study is limited in Addis Ababa south district Buna bank customers). The finding of the study shows of e-banking business practices are influential level special the mobile banking and Debit card practice very influential factors, e-banking practices Technological and customer awareness challenges well identified from customer perception. The enabler is an influential mean result. Therefore: hypothesis result of e-banking challenge (Lack of appropriate legal and regulatory frameworks for e-banking, Technological challenges and Changing bank landscape / habits are accepted). Lack of customer awareness is Rejected because the significant value is 0 and the beta result is positive. Enabler of e-banking practice hypothesis results were found positive (Government commitment, Opportunity e-banking business, Use of agent and usability e-banking and Website quality of E-banking) all those are accepted
Alignment of the Success Factors of Mass Customization with the Marketing Environment of the Ethiopian Leather Garment Industry
(Addis Ababa University, 2014-05) Siraj, Muzeyen; Takele, Yitbarek (PhD)
This research was conducted to look in to the concept of mass customization and the alignment of the success factors of mass customization in the context of Ethiopian leather garment marketing environment. The main purpose of the research is investigating the Ethiopian leather garment industry condition on the success factors of mass customization. The researcher was used descriptive research design to gather and analyses the questioner and interview data in order to answers the research questions. The data was collected from five of Ethiopian leather garment companies located in Addis Ababa. The salespersons, leather garment operators and marketing managers were participated to acquire the research empirical verifications. The data was analyzed using descriptive statistical methods. The descriptive analysis shows that the Ethiopian leather garment companies operating both mass customization and mass production and they are operating transparent mass customization approach. Farther more the result shows the Ethiopian leather garment marketing environment is compatible with some of the success factors of mass customization and not-compatible with some of the success factors of mass customization. The participants of the research agreed that all of the success factors of mass customization should be present to acquire the success of mass customization except market condition. Finally the study try to identify the appropriate business strategy that the Ethiopian leather garment companies better to follow mass customization in order to get customers satisfaction as well as firms profitability.
Analysing The Practice Of Digital Marketing In Promoting Ethiopian Tourism In Case Of Ethiopian Tourism Organization
(Addis Ababa University, 2018-05-12) Dessie, Roman; Mesfin, Tewodros (PhD)
The purpose of this study was to analysing the practice of digital marketing in promoting Ethiopian Tourism in case of Ethiopian Tourism Organization. The study employed both qualitative and quantitative approaches. Interview, questionnaire and observation were the main data gathering tools. The interview was undertaken with marketing director and one marketing team leader of ETO and also 399 questionnaires were distributed to international tourists who were found in one of the major tourist destination: Addis Ababa. Out of which only 342 respondents’ returned properly which meant more than 85 percent coverage of total respondents. The collected data were analysed using both the descriptive and inferential statistics. The findings demonstrated that most of tourists who came to Ethiopia used search engines as their major source of tourist information , it was found out that ETO partially utilized the two digital marketing frameworks called attract and retain whereas ETO failed in the utilization of the three digital marketing frame works which are called engage , learn and relate back . Social media accounts (YouTube, Face book and twitter), Website, Search engine optimization, Mobile App and digital content were identified as the digital marketing elements which ETO is employed currently. The challenges of ETO to implement the digital marketing were identified. Six major challenges were recognized as prominent obstacle for ETO not implement the digital marketing tasks effectively. As a final point, the research was concluded raising major findings of the research and recommendation was given to the way forward for the organization under this study (ETO). In the meantime, the researcher also believed that these recommendations and the results of this study might be used as a reference for future researchers who will be interested to conduct their research on the tourism promotion using digital marketing frameworks
Analysis of Factors Affecting Customer Retention Practice in the Hotel Industry
(Addis Ababa University, 2015-05) Mengesha, Tsedenya; Tegene, Girma (Assistant Professor)
Customer retention has been the choice of many companies owing the fact that, it generates more profit by reducing the cost incurred in acquiring new customers. Moreover, customer retention plays a vital role in increasing customer base through positive word of mouth. This implies, customer retention is beyond satisfying and maintaining existing customers. Therefore, effort is required from companies to upgrading customer retention strategies. Hence this study aims at analyzing the factors that influence customers to stay loyal and investigate the relationship between customer satisfaction, service quality, price perception, customer trust, brand image and customer retention. A questionnaire survey was used to collect the primary data and the population of the study comprises of all the individuals who are customers of selected four star hotels in Addis Ababa for the period of the data collection which is from April 1 to April 30.Ten hotels has been selected using simple random sampling technique and a sample of 384 respondents were taken using purposive sampling technique and methodologies like correlation, multiple regression and ANOVA are used in the research. The result of correlation analysis shows moderate and high relationships between customer satisfaction, service quality, price perception, customer trust, brand image and customer retention. However the multiple regression result indicates that customer satisfaction, service quality and price perception to have a significant positive effect on customer retention. On the other hand the study reveals the absence of significant relationship between customer trust and brand image. Of the five factors service quality explains the change in customer retention more strongly followed by customer satisfaction and price perception respectively. The one way ANOVA illustrates the absence of significant difference between business customers and those who use the hotel service for entertainment purposes. This current study has its own limitation since this research is only conducted in Addis Ababa it is difficult to generalize
Analysis of Internet Usage in Four Star Hotels of Addis Ababa
(Addis Ababa University, 2015-05) Tafessework, Roman; Ibrahim, Yassin (PhD)
Internet marketing is viral and has the potential to spread brand awareness quickly and far and it is said to be able to develop link pulls, attention and massive amounts of traffic. The usage of Internet marketing in hotels has been growing rapidly in the tourism industry worldwide. Even though there is a large variation in the intensity of use of Internet marketing in the hospitality industry. However the Ethiopian Hospitality Industry, especially the hotel sector has not utilized this important tool to market them and find new niche. While the Internet usage varies across countries, even within a country there are large variations amongst hotels. These variations are mainly due to the impacts of several factors associated with the internal and external factors of the establishment. This study attempts to analyze the Internet marketing usage rate of fourstar hotels in Addis Ababa. The facets are classified into three broad groups: the location of the hotel, internal facets of the hotel and technological facets. This study was conducted with 17 four-star hotels in Addis Ababa Ethiopia is used to assess the relationship of these facets. The gap seen here is that the market and marketing strategies implemented are in totally different directions. Hotels promote their facilities and services on local Media while their target market in most cases is foreign countries because there is no justification for Addis Ababa residents stay in hotel except in rare cases as witnessed in this research. Judgmental sampling technique was implemented while the methodology used is mainly descriptive research with some correlation analysis. Conclusions reached are four-star hotels in Addis Ababa are not utilizing Internet marketing to the fullest. The research has recommended on how to resolve internal, technological and location facets that hampered them from implementing this useful marketing tool, signifying the strongest relationship is seen between the internal facets followed by location and technological facets. It highlighted on how to best utilize websites, social media, search engines, training skills, web trafficking system and working on change of perception to do Internet marketing
Analysis of the Development of Convention Tourism in Addis Ababa
(Addis Ababa University, 2014-06) Tesfaye, Dawit; Tesfay, Teklay (Assistant Professor)
The objective of this research was to analyze the development of convention tourism in Addis Ababa at present by exploring the determinant factors affecting the selection of destination and observing the opportunities and challenges on the development of the sector. In doing so, the research has followed a mixed research approach having a descriptive and exploratory research types. Since the research’s focus was on the supply side of the sector, an in-depth interview has been used to gather qualitative data from the respective informants, even though some quantitative data had been collected from the demand side for the purpose of triangulation. After the completion of the study, the research have brought the following findings, first Addis Ababa’s convention tourism is moderately growing from a quantitative perspective than the quality aspect. Secondly safety and security, destination location, convenient venue and related costs have been found the most important factors affecting decision making process while selecting convention sites. Thirdly, destination marketing, management and integration problems are the most visible gaps observed at the destination that hinders it from developing the product with quality to enhance competitiveness. Finally various opportunities and challenges have found in relation to the convention business in Addis. Based on the conclusion the research has made a conceptual model for the development of competitive and sustainable convention tourism product and destination in Addis Ababa as a recommendation which consists of five pillars. The recommendation includes that responsible stakeholders needs to understand the different interrelated environments that are relevant for the smooth operation of convention tourism and work hard in cooperation with each other. Further there is a need to work very hard to enhance quality of infrastructures, products and services and there is a need to build image of the destination so as to make it more competitive
Analysis of the Effect of Brand Equity on Customer Loyalty: The Case of Selected Banks in Ethiopia
(Addis Ababa University, 2016-06) Belayneh, Tsigemariam; G/Medhin, Mulugeta (PhD)
It is essential for service firms, such as banking industry to understand the dimensions of service brand equity that influence customer loyalty in order to be successful in this competitive marketing environment. However, in Ethiopian Banking industry, various aspects of brand building are given limited attention. The general objective of the study was to examine the possible relationship between brand equity and customer loyalty in the banking industry in Ethiopia. More specifically, the study tried to see the relationship of Brand awareness, Brand meaning, Company’s presented brand, External brand communications, and Customer experiences with customer loyalty. Primary data was obtained through structured questionnaire from customers of three banks namely CBE, BOA and ZB. A multi stage stratified probability sampling technique was used to sample banking firms. The researcher proportionally distributed 384 questionnaires to customers of the three selected banks and 327 of the questionnaires were returned, properly filled. The questionnaires were analyzed using SPSS version 20. Pearson Correlation and multiple regressions were used to establish the relationship between the independent and dependent constructs of the research. The findings revealed that the three independent variables (i.e. brand meaning, customer experience with company and company’s presented brand) are statistically important determinants of customer loyalty in the banking industry of Ethiopia whereas brand awareness and external brand communications had no impacts on customer loyalty of banks. A conclusion was drawn to the effect that since factor influencing customer loyalty have been established, banks should note these and emphasize them in their marketing strategy
Analysis of the Effect of Corporate Social Responsibility Practices on Customer Satisfaction: A case of Ethio Telecom Enterprise Customers
(Addis Ababa University, 2017-06-14) Solomon, Selam; Andualem, Getie (PhD)
In the face of growing worldwide interest in corporate social responsibility (CSR), this paper explores how CSR factors influence customer satisfaction. The purpose of this study is to investigate CSR’s effect on customer satisfaction in order to increase the understanding of CSR as a marketing tool, within the service industry. The research questions of the study are “What is the relationship between corporate social responsibilities and customer satisfaction? And how do the different CSR dimensions practices affect customer satisfaction? “The most common and widely used conceptual framework of Carroll’s pyramid was used. A quantitative research design was applied to research the casual relationship of the corporate social responsibility dimensions to that of customer satisfaction. A stratified random sampling technique was conducted to select the respondents. Appling a structured questionnaire written in Amharic the researcher together with Ethio Telecom customer service management (CSM) section distributed to 325 peoples through their e-mail and face to face at enterprise sales office. The analysis was performed using descriptive and inferential statistics by using SPSS version 20 software. The finding shows that CSR model can be applied in a monopolist company as well. Ethical Responsibility, Philanthropical Responsibility and Consumer Protection were found to be positively and significantly affecting customer satisfaction as they were hypothesized. The results showed that the causal effect of the consumer protection dimension on customer satisfaction was rather strong. The ethical responsibility variables, on the other hand, turned out to have a weak effect on customer satisfaction. Moreover, there is a strong positive relationship between all the CSR dimensions and customer satisfaction. As both CSR and customer satisfaction are quite complex concepts, a qualitative research approach could be conducted for further research.
Analysis of the Effect of CRM on Customer Loyalty; In the Case of Selected Banks in Ethiopia
(Addis Ababa University, 2017-06) Elias, Ayda; G/Medhin, Mulugeta (PhD)
Globalization and technology improvements have exposed companies to a situation with tough competition; Banking is one of the service industries characterized by high customer contact with individually customized service solutions where customer satisfaction has been an increasing focus of research (Molina et al., 2007). Customer loyalty is the top 10 most valuable performance measures (Davidson 1999) and is also considered as one of the 15 most commonly used measures according to Ambler and Puntoni (2003).Only few studies have investigated and measured CRM effect despite the practical relevance of operational zing and measuring CRM effect for business performance variables (Padmavathy et al., 2012).The general objective of the study was to investigate the possible relationship between Customer relationship management and customer loyalty in the banking industry in Ethiopia. More specifically, the study tried to see the relationship of CRM with Trust, Commitment, conflict handling, and Communication & Primary data was obtained through structured questionnaire from customers selected banks i.e. CBE and ZB. A convince non probability sampling technique was used to sample between banking firms. The researcher proportionally distributed 294 questionnaires to customers of the two selected banks and 267 of them were good for further analysis. The questionnaires were analyzed using SPSS version 20. Pearson Correlation and multiple regressions were used to establish the relationship between the independent and dependent constructs of the research. The findings revealed that the two independent variables (Conflict handling and Competence) are statistically important determinants of customer loyalty in the banking industry of Ethiopia whereas Commitment, Trust and Communication had positive relation with customer loyalty but not predictor of customer loyalty since they were not supported by the findings. A conclusion was drawn to the effect that since factor influencing customer loyalty have been established, banks should give appropriate focus to significant dimensions of CRM.
Analysis of the Effect of Customer Based Brand Equity on Customer Retention: A study of Public and Private Commercial Banks in Ethiopia
(Addis Ababa University, 2016-06) Kebede, Helina; Mesfin, Tewodros (PhD)
The purpose of this study is to explain the effects of consumer based brand equity dimensions on customer retention of banks in Ethiopia. A sample of 384 respondents was drawn from both public and private banks in Addis Ababa, Ethiopia where a structured questionnaire was distributed to these samples. However, the response rate from among the intended samples was only 89.58% therefore; around 344 responses were found to be workable by this study. SPSS V 20.0 was used to analyze the data collected and to test the hypotheses put forward. The findings of this study then show that all the dimensions of consumer based brand equity namely, perceived quality, brand loyalty, brand image, brand association and organizational association have a positive and significant relationship with customer retention of banks in Ethiopia which led to, the acceptance of hypotheses one through five. And this was found by running multiple linear regressions on SPSS. The testing of the sixth and final hypothesis, which set out to find any significant difference between the different dimensions of consumer based brand equity of public and private banks show that there is no significant difference in the means of perceived quality, brand loyalty, brand image between public and private banks but the means of organizational association and that of brand association were found to be significantly different between public and private banks in Ethiopia. This led to the partial acceptance of the sixth hypothesis. These findings are beneficial for both public and private banks in Ethiopia to retain their customers. And for interested researchers this study suggested to incorporate a larger sample size than this work utilized and also include cities of Ethiopia other than Addis Ababa, to be able to generalize the findings to the entire financial industry of Ethiopia
Analysis of the Effect of Marketing Factors on Retailers’ Tyre Brand Preference in Addis Ababa
(Addis Ababa University, 2016-05) Alemayehu, Temesgen; Mesfin, Tewodros (PhD)
Every retailer in the market has their own brand preference. Retailers consider certain attributes before purchasing products. The objective of this study was to analyze the underlying marketing factors of brand preference among retailers in Addis Ababa. The independent variables included in this study are price, product quality, advertisement, brand name awareness and brand availability; while brand preference is the dependent variable. All tyre retailers in Addis Ababa were asked using questionnaire based on Likert type scale to collect information from the respondents in the city of Addis Ababa. The data were analyzed using descriptive statistics, ANOVA, two tailed t- test and multiple regression. The findings of the study showed that among the independent variables only price and brand name awareness are significant in determining brand preference of tyre retailers in Addis Ababa. Particularly Bridgestone tyre was found to be the most preferred brand among all tyre brands available in Addis Ababa. Brand preference is important in this sector therefore Wholesalers/manufacturers in the tyre industry should design their brand strategy by mainly focusing on price and brand name awareness
Analysis of the Effect of Service Quality on Customer Satisfaction: The Case of Business Development Services of Ethiopian Chamber of Commerce and Sectoral Associations
(Addis Ababa University, 2016-06) Mesgina, Benyam; Mesfin, Tewodros (PhD)
The intention of this study is to analyze the effect of service quality dimensions on the customer satisfaction of the Business Development Services of the Ethiopian Chamber of Commerce and Sectorial Associations. Competitiveness of Ethiopian businesses in the domestic and especially in the international market should be improved. The capacity of Ethiopian businesses is weak due to many factors i.e lack of business information, knowledge, skill, attitude, fair competition, policy problems... Private sector Institutions like ECCSA should be strengthened to provide business information, advisory services, need and skill based trainings, advocate the interest of businesses, promotion and support services. These are BDS services. The qualities of those services determine the satisfaction of customers and support the growth of businesses and in turn develop the economy of Ethiopia. The objective of the study is to examine the influence of service quality on the level of satisfaction of ECCSA customers. Specifically the study investigate the effect of each service quality dimensions (tangibles, reliability, assurance, responsiveness and empathy) on the service quality of ECCSA customers in its BDS. Service quality is a concept that has aroused considerable interest and debate in the research literature because of the difficulties in both defining and measuring it with no overall consensus emerging on either. The measurements that were used in this study are developed based on the widely accepted SERVPERF model which is the most common method for measuring service quality. A descriptive statistics analysis is used to evaluate the positive and significant relationship between service quality dimensions and ECCSA customer satisfaction. The study considered BDS Customers of ECCSA those are members and potential non-members. The actual numbers of those customers are not known since every time different business companies use ECCSA services. 384 samples were selected and trade facilitation center of ECCSA considered to collect data from different business sectors. Customers visited ECCSA trade facilitation center to get different services have been targeted to collect information vi conveniently based on self-administered questionnaires. On average 60 customers per day have been visited the trade facilitation center and the researcher managed to collect on average 20 filled questionnaires per day. Totally 383questionnires were properly filled and collected. But only 1 questionnaire was dropped by the researcher because it was not filled properly by the respondent. The study showed that there is significantly positive relationship between each of the five dimensions and ECCSA customer satisfaction. But strong positive and significant relationship observed between the two dimensions: tangibles and assurance with ECCSA customer satisfaction; moderate positive and significant relationship between empathy and customer satisfaction; and weak positive and significant relationship exhibited between the other two dimensions: reliability and responsiveness with customer satisfaction. That means tangibles assurance and empathy affect and impact customer satisfaction more significantly than reliability and responsiveness. The tangibles are more than any of the service quality dimensions in affecting the customer satisfaction of ECCSA in its BDS. The better the perception of customers towards these 5 dimensions, the higher will be their satisfaction and benefit out of the BDS services of ECCSA. ECCSA should promote its BDS services and encourage businesses from all regions in Ethiopia to benefit out of it. It should improve its tangibles and assurance dimensions significantly to get highest customer satisfaction. Based on the needs of customers ECCSA is expected to deliver up-to-date and accessible business information as well as business development services conveniently using modern technologies and structured office , assign competent and motivated service providers to support and provide assurance to its customers. So the study advised ECCSA to design well developed strategy towards those 5 dimensions according to their level of influence on customer satisfaction. Accordingly, further researches are expected to be conducted on the internal service providers’ and major stakeholders’ side and consider other factors those could affect customer satisfaction of ECCSA customers.
Analysis Of The Effect Of Service Recovery On Customer Satisfaction The Case Of Hilton Addis Ababa
(Addis Ababa University, 2020-06) Sebsibe, Biruk; Tefera, Belaynesh (PhD)
In the hospitality industry it is important to maintain customer satisfaction. If a service failure happens, companies need to take steps to restore their customer loyalty from service recovery. While businesses can't stop all problems and grievances, they should strive to make up. System loss and service recovery have now become a major and daunting problem for businesses. The researcher analyzed the literature in this paper and summarized the issue of failure in services. In addition, the researcher analyzed the relationship between service failure and service recovery strategy, which culminated in the verification of the corresponding concepts of the service recovery strategy and the type of service failure. Furthermore, this thesis studied the interaction between service failure and service recovery strategy, which resulted in a verification of the matching principles of the service recovery strategy and service failure type. The main objective of this research was to examine the effect of service recovery on customer satisfaction: Hilton Addis Ababa's case. The study mainly employed quantitative technique which included 260 Addis Ababa respondents. By first using Convenience Sampling, the response was selected where the respondents are selected, as they happen to be at the right place and at the right time. The questionnaire data collected was analyzed using statistical methods including mean, standard deviation, correlation, and multiple regressions. The study findings indicate that all of the three variables (distributive justice, procedural justice, and interactional justice) have a substantial positive effect on consumer satisfaction. Interactional justice refers to the highest effect on consumer satisfaction.
Analysis of the Relationship between Customers’ Bank Selection Factors, Satisfaction and Loyalty: In the Case of Selected Banks in Ethiopia
(Addis Ababa University, 2016-06) Shegie, Admasu; G/Medhin, Mulugeta (PhD)
This paper deals with the analysis of customers’ bank selection factors, customer satisfaction and loyalty. The purpose of the study was to find out the impact of customers’ bank selection factor on customers’ satisfaction and loyalty. Accordingly, five factors were proposed the factors identified were: Product Variety, Service Quality, Reputation, Physical Appearance and Accessibility. The research models were composed of five independent v ariables and two dependent variable. Namely; Product Variety, Service Quality, Reputation, Physical Appearance, Accessibility and Customer Satisfaction & Loyalty respectively. To this end, a structured 5-point Likert scale questionnaire-based survey is employed to collect data. For the customers of eight commercial banks found in Addis Ababa 400 questionnaires were distributed and 326 (81.5 %) were returned back for analysis. The relationship and impact of the factors was analyzed using Pearson correlation and multiples regression. Descriptive statistics and sample t-test also conducted in the research through the aid of Statistical Package for Social Science version 20.0 software. The results show that, Service Quality, Reputation, Physical Appearance and Accessibility positively influence Customers’ Satisfaction at significant level. The other dependent variable Customer Loyalty is significantly influenced by the factors Product Variety, Service Quality, Reputation and Accessibility. The leading factor that most contribute for both customers’ satisfaction and loyalty of bank customers is Reputation. And also according to the research findings, Product Variety could not influence customers’ satisfaction significantly. For Customer Loyalty the factor Physical Appearance could not influence significantly. The researcher conclude that except product variety for customers’ satisfaction and physical appearance for customers’ loyalty all variables described above positively influence customers’ satisfaction and loyalty at a significant level. Consequently, the researcher recommend for the management of the banks to focus on the above statistically significant factors in order to satisfy their customers’ as well to make them loyal
Analyzing Determinants of Customer Brand Loyalty In United Bank S.C
(Addis Ababa University, 2016-06) Mehari, Abel; Belayneh, Temesgen (PhD)
According to the reports of National Bank of Ethiopia there is aggressive entrance of new banks and existing banks swift branch expansion and coverage. This research work examined the significant brand loyalty determinants of United Bank S.C customers using selected five brand loyalty dimensions: Customer satisfaction, Switching cost, Brand trust, Perceived value and culture. The researcher hypothesized these five dimensions of brand loyalty have positive and significant effect on brand loyalty of clients. Besides this the work identifies the significant factors, variance explained by them and orders them based on their influence on their loyalty. In order to do so a conceptual model was developed. Simple random sampling method was adopted and 384 questionnaires were distributed to the 17 branches of United Bank S.C find in Addis Ababa and 343 were returned. To the descriptive and inferential analysis the researcher employs Statistical Package for Social Science version 20. Binary logit model was used in the regression analysis for answering the objectives of the research and verifying the hypothesis. The research conclude the brand loyalty of United Bank S.C customers are positively and significantly affected by Brand trust, culture, Perceived value, and Customer satisfaction from higher to lower order. Therefore, it is recommended that United Bank S.C should focus on the identified significant brand loyalty determinant to maintain its customer loyal
Analyzing Factors Affecting E-Payment Adoption in Ethiopia
(2018-05-20) Sahlu, Kirubelawit; Belayneh, Temesgen (PhD)
E-Payment system was introduced in Ethiopia and has been gradually growing as it is no doubt that it has competitive advantage. However, the process of expanding e-payment to replace or minimize cash transactions is yet to achieve its objectives due to various reasons. Hence, for the purpose of analysing factors affecting the adoption of E-payment in Ethiopia, a questionnaire was developed and distributed to cardholders of banks in Ethiopia. From the distributed 384 questionnaire, 339 questionnaires were completed and returned while 331 were usable for the analysis making the questionnaire response rate 86%. The collected data was analysed using SPSS version 21 and hypothesises were tested based on the analysis output. Accordingly the finding of the study show that convenience, attitude, change readiness and perceived behavioural control have significant relationship with e-payment adoption on POS in Ethiopia where the respective hypothesises where accepted. The hypothesis made for perceived risk was also accepted as the finding of the analysis showed that perceived risk has a negative and significant relationship with e-payment on POS in Ethiopia which was in line with the assumption. However, the finding of the study shows that trust and relative advantage have no significant relationship with e-payment adoption on POS in Ethiopia which led to the rejection of their respective hypothesises. The findings of the study are important to banks and other stakeholders of e-payment to identify focus area in their effort to expand point of sale acceptance and enhance adoption of e-payment on POS.
Analyzing Factors Affecting New Product Acceptance in the Case of Minute Maid Refresh Product Diffusion Process in South West Region of Ethiopia Hossana Town
(Addis Ababa University, 2023-07) Halleluya Tesfaye; Tewodros Mesfin (PhD)
This study investigated factors affecting new product acceptance in relation to the recently introduced Coca Cola product called Minute Maid. The study was conducted by analyzing product compatibility, product attribute, price, and promotion as determinants of new product adoption. Data was collected from 181 product outlets located in Hossana town, South West Region. Regression analysis using Pearson's Product Moment Correlation was conducted to determine the direction and magnitude of correlation between the dependent and independent variables. The inferential statistics conducted revealed that there was a strong association between the independent variables of compatibility, product attribute, price, and promotion on the one hand, and the dependent variable of new product acceptance on the other hand. The correlation was statistically significant and showed the direction and magnitude of relationship between the variables
Analyzing Factors Affecting The Adoption Of E-Hailing Service In Addis Ababa Ethiopia
(Addis Ababa University, 2020-06) Yeneneh, Metasebia; Mesfin, Tewodros (PhD)
This research deals with identifying those factors affecting the adoption of E-hailing service in Addis Ababa, Ethiopia. Internet based questionnaire was used to gather the data from 384 respondents who were selected using a convenient sampling technique. The collected data was analyzed using SPSS version 26, employing statistical tools such as reliability, correlation, and multiple regression analysis. The result of the study uncovered that all the six independent variables (Performance expectancy, Effort expectancy, Social influence, Facilitating condition, perceived credibility, and price saving orientation has a positive and significant effect on the adoption of E-hailing service. In accordance the multiple regression analysis result uncovered that 79.5 % of variation in the Adoption of E-hailing service is explained by the combined effect of the six independent variable and the unstated variables represent 20.5 % of the variation. Furthermore, the study indicated that facilitating condition was the strongest predictor of the adoption of ehailing service while price saving orientation represent the least importance in relation to the adoption of E-hailing application .Also six hypotheses were tested to examine the effect of these variables have on the adoption of E-hailing service. Thus, the outcome chiefly indicates that passengers will adopt E-hailing application if they perceive that E-hailing application is easy to use, allow them to communicate with drivers quickly, is compatible with other technologies, make them feel safe, and increases their prestige among others. Based on the findings of the study, the researcher forwarded some recommendations
Analyzing Factors Influencing Buying Behavior of Washing Machine:The Case Study of Addis Ababa Condominium
(Addis Ababa University, 2018-08-12) Getnet, Beza; Mesfin, Tewodros (PhD)
Understanding the consumer behaviour helps the marketer to offer a product that qualifies the value. The objective of the study is to examine factors influencing consumers buying behaviour of washing machine. This study has covered consumers in condominium resident area selecting about 384 respondents from different people living in Addis Ababa. Most of the respondents replied to the questionnaire given to them completely. The questionnaire consists of two parts. The first part deals with the personal data of the respondents. And the second part has questions regarding the selected variables affecting the buying behaviour of the respondents. 368 were valid and used for statistical analysis.This study was conducted by using four factors (demographic factor, social factor, lifestyle and cultural factor). Quantitative research approach, explanatory research design and deductive type of reasoning were employed for this study. As data collection methodology, administered questionnaire was distributed to the representative of the study. To analyze the collected data descriptive statistics was used. Demographic factor, social factor and lifestyle were factors that highly influencebuying behaviour of washing machine. The study revealed that cultural factor istrivial factor.The study is resumed to enrich existing knowledge on the subject and serve as a research literature material for subsequent studies on related areas. Regarding its academic implications, important findings of the research are believed to add on a valuable input to the marketing field in general.Results from the study are expected to provide businesses with a variety of ideas for developing their advertising strategies and designing or modifying products or services.
Analyzing Factors Influencing Customers Preference To Use Training Services Of Ethiopian Aviation Academy
(Addis Ababa University, 2017-05-02) Tadesse, Menbere; Mesfin, Tewodros (PhD)
The objective of this research paper was to examine factors influencing customers’ preference to use training services of Ethiopian Aviation Academy. The researcher thus tried to analyze the applicability of Jackson's (1982) hybrid model in regards to brand preference of Ethiopian aviation academy. The selected conceptual framework was on factors affecting students' college choice preference; from college characteristics which are costs/price, reputation of the institution, academic program/availability, facilities and advertizing was analyzed. A quantitative research design was applied to research the causal relationship of the college choice preference and determinants of college choice. A stratified sampling technique was conducted to contact the sample respondents’ form the five training schools of the academy. Applying a structured questionnaire written in English the researcher distributed to 170 trainees in person. The analysis was done using descriptive and inferential statistics by using SPSS version 20. The research finding clearly indicates that College Reputation has positive relationship with college choice decision/preference. Price has a negative relationship with customers’ college choice preference. This means that a one unit increase in price will result a decrease in customers college choice preference. Advertising has also a positive relationship with college choice decision/preference. Therefore, the academy has to work on its branding to maintain its reputation, must increase its promotional activities on Television and Radio and design best pricing policy to maintain and attract customers brand preference.

Browse

Browsing Marketing Management by Title

Results Per Page

Sort Options