Marketing Management
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Item Factors Affecting Customer’s Satisfaction of Feres Transport Service in Addis Ababa(Addis Ababa University, 2024-02) Asmamaw Messele; Temesgen Belayneh (PhD)This study focuses on identifying the factors influencing customer satisfaction with Feres Transport services in Addis Ababa, a prominent player in the app-based taxi transportation sector in the city. A structured questionnaire was utilized to collect data from 378 respondents (customers of Feres Transport) selected through purposive sampling. This study utilizes quantitative data to identify general practices and analyze the relationships between variables in accordance with the main aim of testing the developed hypothesis. An explanatory research approach was adopted to describe the causal relationships between independent and dependent variables relevant to the research problem. This methodology is suitable for assessing the effects of independent factors on the dependent variable, facilitating a comprehensive evaluation and drawing meaningful conclusions from the findings. Data analysis was conducted using SPSS version 20, incorporating statistical methodologies such as mean, correlation, and multiple regression analysis. The study findings indicate a positive relationship between all six customer satisfaction factors (Price fairness, pick-up Time reliability, Application Convenience, Driver’s Professionalism, Call Centre Employees Responsiveness, and Car Condition) with taxi passengers' customer satisfaction. Hypotheses testing revealed that two factors (responsiveness of call center employees and application convenience) significantly impact customer satisfaction, while the remaining four factors (Price, Time, Car Condition, and Driver’s Professionalism) have a positive but insignificant effect. Customers demonstrated highest satisfaction with the punctuality of FERES TRANSPORT services, followed by the perceived affordability. The analysis also suggests that these predictor variables collectively explain (38%) of the variation in customer satisfaction, indicating the presence of other unexplored factors (62%) affecting customer satisfaction. Based on the study findings, Feres Transport must continuously assess and refine its services based on customer feedback. As call center responsiveness and application usability have the strongest correlation with customer satisfaction, targeted investments in these areas could yield significant benefits. Furthermore, effectively capturing and addressing feedback will allow the company to adapt quickly to changing market expectations. Keywords: Customer satisfaction, FERES TRANSPORT, transportation services, service quality, pricing.Item The Effect of Mobile Banking Service on Customer Engagement: The Mediating Role of Digital Financial Literacy in Case of Dashen Bank S.C.(Addis Ababa University, 2024-09) Abenezer Bisrat; Tewodros Mesfin (P h D)This study investigates the mediating role of digital financial literacy in the relationship between mobile banking service—convenience, perceived usefulness, ease of use, and perceived value—and customer engagement at Dashen Bank S.C. The primary objective of the study was understanding how digital financial literacy influences customer engagement within the context of mobile banking services. Utilizing an Explanatory research design, the study employs an explanatory approach with customer engagement as the dependent variable, mobile banking service as the independent variable, and digital financial literacy as the mediating variable. Data were collected from 160 respondents using structured, close-ended questionnaires and analyzed using Structural Equation Modeling (SEM). Key findings reveal that while convenience does not significantly impact customer engagement or digital financial literacy, perceived usefulness and perceived value positively influence both. Ease of use enhances customer engagement but does not significantly affect digital financial literacy. Digital financial literacy itself emerges as a strong predictor of customer engagement. These insights underscore the importance of digital financial literacy in enhancing customer engagement with mobile banking services. This study contributes to theoretical literature by integrating technology acceptance models with customer engagement theory, providing a comprehensive framework for understanding these dynamics. Practically, it offers valuable guidance for financial institutions to improve customer engagement through targeted strategies that enhance digital financial literacy. The findings are expected to provide valuable insights into enhancing customer engagement through improved mobile banking services and digital financial literacy, ultimately contributing to better customer engagement. Keywords: Mobile banking services, digital financial literacy, customer engagement, convenience, perceived usefulness, ease of use, perceived value, Structural Equation Modeling (SEM).Item The Effect of Advertising on Canal + Buying Behavior of Consumers in Addis Ababa, Ethiopia(AddisAbeba Universty, 2024-09) Daniel Gessese; Mesfin Workineh (PhD)This study examines the effect of various types of media advertising on the consumer buying behavior of Canal+ products in Addis Ababa, Ethiopia. The primary focus is on four types of media advertising: outdoor, print, broadcast, and internet. Utilizing a multiple regression analysis approach, the research investigates how these advertising strategies influence consumer behavior. Data were collected through structured questionnaires distributed to Canal+ consumers, achieving a high response rate from 384 participants, with all questionnaires returned and deemed usable. The findings reveal that all four types of media advertising significantly and positively impact consumer buying behavior, with outdoor media advertising showing the highest influence, followed by broadcast, print, and internet media advertising. The regression analysis indicates that 93% of the variance in consumer buying behavior can be explained by these advertising strategies, confirming their substantial impact. Diagnostic tests, including linearity, independence, homoscedasticity, and normality tests, were conducted to ensure the robustness of the regression model. The results validate the model's assumptions, demonstrating that the relationships between the independent and dependent variables are appropriately modeled by a linear regression. The study concludes that a diversified media advertising strategy is crucial for effectively influencing consumer behavior. Canal+ should prioritize outdoor and broadcast media advertising while maintaining investments in print and internet media to maximize their marketing impact. Recommendations for future research include exploring the impact of emerging digital advertising platforms and the long-term effects of sustained advertising campaigns. This research provides valuable insights for marketers and business leaders on optimizing advertising investments to enhance consumer engagement and drive sales, contributing to the broader understanding of media advertising's role in consumer behavior. Keywords: Media Advertising, Consumer Buying Behavior, Outdoor Advertising, Print Advertising, Broadcast Advertising, Internet AdvertisingItem The Impact of Food Delivery Mobile Service Quality on Customer Satisfaction: The Case of Beu Food Delivery(AddisAbeba Universty, 2024-09) Filagot Yitna; Saleamlak Molla (PhD)The rapid expansion of online food delivery systems is evident worldwide, including in Ethiopia, where numerous new online food delivery plataforms are constantly being introduced. While it has been practical to measure service quality in traditional settings such as restaurants and hotels, the concept of mobile service quality is relatively new and focuses on mobile-specific aspects. The M-S-QUAL dimensions, introduced by Huang, E.Y., et al. in 2015, redefine the approach to evaluating service quality in mobile contexts. This study examines the impact of mobile service quality on customer satisfaction within the context of Beu Food Delivery in Ethiopia. Given the growing dependence on digital platforms for food delivery, this research aims to identify and analyze the factors that significantly influence customer satisfaction. The study employs the Mobile Service Quality (M-S-QUAL) model, which evaluates dimensions such as efficiency, responsiveness, fulfillment, privacy, and contact. A quantitative research methodology was adopted, utilizing a structured questionnaire based on the M-S-QUAL dimensions. Data were collected using non-probability convenience sampling and analyzed through descriptive statistics, correlation analysis, and multiple linear regression techniques. The findings provide insights into how mobile service quality influences customer satisfaction in the burgeoning online food delivery market in Ethiopia, offering valuable implications for service providers aiming to enhance their digital offerings. Key words: Mobile Service Quality, Online food delivery systems, Service quality, Customer satisfaction, Beu Delivery, Ethiopia, Digital plaformsItem The Effect of Relationship Marketing on Customer’s Loyalty In Commercial Bank of Ethiopia.(AddisAbeba Universty, 2024-06) Girum Wondimu; Mulatu Mebrate (PhD)The purpose of this study was to examine the effect of relationship marketing on customer loyaltyin the Ethiopian banking business, in case of commercial bank of Ethiopia. There are severaldeterminants of relationship marketing like Trust, Commitment, communication, sharing values,Empathy and Conflict Handling. Here four dimensions of relationship marketing namely, Trust,Commitment, Empathy and Conflict Handling has been considered as predictor factors for theanalysis of this study. A quantitative approach descriptive study designs was used in thisresearch for the achievement of the objective of study. A structured questionnaire with five-pointLikert scale has been used to collect the data. 250 structural questionnaires have been preparedto get information from 10 branches customers of commercial bank of Ethiopia. A theoreticalcontext has been used as a standard to establish the relationships between the constructsexamined in the study. The SPSS version 13.00 for windows is used to process both the primary data and secondary data which is has been collected through questionnaire has been distributedto customer of the bank through respective employee and the hypotheses were tested on thesecustomers’ responses. To investigate the relationship and effects of the variables Pearsoncorrelation and multiple regression analysis has been done. The findings of the study show that there is positive significant effect of trust and empathy on customer loyalty whereas commitmentand conflict handling didn’t have significant effect on customer loyalty. Thus, to make thisconcluding a strategic orientation adding value to the bank, it has to develop customerrelationship program that will help them build and support positive customer relationships. This finding contributes to theory and practice of building long term customer relationship and alsoproviding recorded evidence. Keywords: Relationship marketing; trust; empathy; commitment; customer loyaltyItem The Effect of Positioning on Customer Loyalty: A Emperical Study on Anchor Milk Products Ethiopia S.Co(AddisAbeba Universty, 2024-05) Hana Tsegaye; MesfinWorkineh (PhD)The purpose of the study is to determine how numerous positioning factors—such as relevance, differentiation, delivery, communication, durability, innovation and brand reputation affect Anchor Milk's ability to retain customers. 384 questionnaires in all were circulated; 384 of them were gathered and utilized for analysis. For the sampling process, purposive sampling was employed. The sources of the data were primary and secondary data. The research employed a correlational design, and regression analysis was performed to determine the relationship between each of the independent variables, depend variable and the independent. The loyalty of customers a 5-point Liker-scale questionnaire was used to gather primary data from 384 participants. Using IBM's SPSS software 27, the survey questionnaire results were gathered and examined. Package Using IBM's SPSS software, the survey questionnaire results were gathered and examined. Seven variables were examined, and it was found that all components except for innovation had a significant effect on consumer loyalty. Consequently, the greatest influence on consumers' loyalty was derived from the differentiation correlation (0.884) and (β=.526, P=<.000), which was followed by the communication correlation (0.876) and (β=.413, P=<.000). Customers' loyalty was also found to be influenced by relevance, delivery, durability, and brand reputation, while innovation (β= -.048, P=.227) had no effect. Consequently, recommendations for Anchor milk owners include focusing their resource on factors in which they excel while maintain important factors such as differentiation, communication, delivery, and brand reputation to ensure they remain relevant and profitable in a highly competitive industry Keywords: Customer loyalty, Positioning, Relevance, Differentiation, Delivery, Communication Durability, Innovation and Brand repitationItem The Effect of Product Packaging on Customer Satisfaction: The Mediating Role of Impulse Buying: In the Case of Snack Food in Addis Ababa(AddisAbeba Universty, 2024-06) Melekete Yohannes; Andenet Worku (PhD)This research paper examines the Mediating effect of impulse buying on the relationship between packaging and customer satisfaction: The Case of snack food in addis baba. It analyzes the effect of packaging on the customer satisfaction in the snack foods. The significance and importance of impulse buying in today's market is supreme in increasing customer’s number and its possible results. The author in the research paper used primary data. The questionnaires were administered based on a purposive sampling method and obtained snack food in Addis Ababa, Ethiopia. 400 questionnaires were distributed, and 381 available samples were collected, resulting in a response rate of 91.75% to all those who chose to participate. Using SPSS, the effect of impulse buying in between packaging and customer satisfaction were identified. Findings indicate that packaging has a positive and direct effect on impulse buying and customer satisfaction. The result also shows that the effect of impulse buying on customer satisfaction is positive and significant. In addition, the multiple regression analyses showed that the relationship between packaging and customer satisfaction is mediated by impulse buying. Finally, the researcher was able to validate the four hypotheses on snack food; the findings show for the snack food in addis ababa users. Impulse buying has a bigger impact on customer satisfaction. It also implies that packaging both fully and partially mediates customer satisfaction. It can be concluded for the customers of snack food, impulse buying had everything to do with the being customer satisfaction consequently improving their relationship to the resulting in their repeated business with the all to the while packaging mediating customer satisfaction. The report presents several critical recommendations to snack food users. The study discovered that impulse buying influences both packaging and customer satisfaction. This finding is significant because, according to the study's participants, successful execution of the marketing discipline's cornerstone is feasible through impulse buying. Snack food users to focus on the impulse buying to the clients as findings imply Customer satisfaction and packaging are attained impulsively. Snack food users in addis ababa should focus on packaging. Key words: impulse buying, customer satisfaction, packagingItem 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 decisionItem The Effect of Customer Relationship Managment on Market Perfroamnace: The Case of Ethiopian Airlines(AddisAbeba Universty, 2024-05) Miniychil Assefa; Beza Libeyesus (PhD)CRM plays a crucial role in the global market, connecting customers with companies. Ethiopian airlines are focusing on understanding the effect of CRM behavioral dimensions on market performance. A quantitative research study was conducted, collecting data from 187 respondents using a five-point Likert scale questionnaire. The results showed a positive and significant effect of CRM on market performance. Key customer focus, CRM organization, Customer knowledge management, and technology-based CRM were identified as independent variables. The study also revealed that the effect of CRM behavioral dimensions on market performance was significant. This highlights the importance of airline companies in recognizing and responding to the growing importance of customer relationships in their success. Keywords: Customer Relationship Management, Key customer focus, CRM organization,Customer knowledge Management, Technology based CRM, CRM behavioral dimensions and Market performance.Item Factors Affecting Consumers’ Intention to Use Ecommerce: A Case Study of Tele Birr.(AddisAbeba Universty, 2024-05) Yordanos Berihun; Saleamlak Mola (PhD)The main objective of this study is to investigate the major factors affecting consumers’ intention to use e-commerce using Tele Birr as a case study.A mixed explanatory and descriptive research approach has been employed and a regression, correlation and descriptive analysis of percentage, mean and standard deviation has been used to analyze the data collected using a structured closed ended questions that were distributed to 170 respondents from consumers, service providers, sellers and agents in Addis Ababa using a five likhert scale measurement. The results of the research has showed that perceived risk, Ease of use, Perception of Usefulness and Consumers’ Ability and personality contribute 73.6% for consumes’ intention to use e-commerce and they have all a significant, positive and strong contribution, but risk and ease of use are the two most contributing factors. Absence of guarantee for financial loss and the existing telecom infrastructure among risk factors; difficult to assess whenever required among ease to use; and lack of interest to try new technological advancements and lack of confidence in one’s ability among ability and personality of consumers’ were found to be the least appreciated factors.The most appreciated aspect among the benefits of e-commerce is its benefit to save time and energy. And in the effort to improve consumers’ intention to use e-commerce, the priority has been pointed out to be minimizing perceived risks. Keywords: ecommerce, consumers’ perception, Tele BirrItem Factors Affecting the Adoption Of E-Marketing Among Small and Medium Enterprises (Smes): Evidence from Some Selected Smes in The Nekemte City(Addis Ababa University, 2024-10) Ayantu Temesgen; Hailemariam Kebede (PhD)The main objective of this study was to investigate the Factors Affecting the Adoption of E-Marketing among Small and Medium Enterprises: The Case of some Selected SMES in the Nekemte City. The factors affecting the Adoption of E-Marketing among SMES examined in this study were competitive pressure, IT infrastructure; cost of adoption, government support and owners/mangers IT knowledge. Quantitative research approach was used for this study to determine the factors affecting Adoption of E-Marketing. Descriptive and explanatory research design was employed for the study. Both purposive and cluster sampling techniques was used to enables the researcher to use respondents’ discretion in selecting samples from the total target population. Using a total of 33 questionnaires; the primary data was collected from 184 respondents’. The data was collected by using 5 point Likert Scale type close-ended questionnaire and then the collected data were analyzed using SPSS Version 25. The findings of the research indicate that the majority of the respondents’ works in Case of Selected SMES in the Nekemte City particularly service, construction and trade SMES are averagely satisfied by their competitive pressure, cost of adoption and government support but, there is less satisfaction level in terms of the IT infrastructure and owners/mangers knowledge know-how on IT level given for teams. Further, there is a high work load within the work environment. To avoid this problem, researchers recommend that organizations ought to advance the IT infrastructure needed to achieve the outlined goals through outsourcing and internal training to improve the skills of owners and managers to be competitive industry. Therefore, improve their organizational performance through adopting e-marketing of the business in order to boost members’ dedication that will enable commitment, while efficiently deliver outstanding results. From the result of the analysis it was concluded that there was strong positive and significant correlation between competitive pressure, IT infrastructure, cost of adoption, government support, owners/mangers knowledge and overall e-marketing adoption of SMES since the Independent variables included in this study explained by 81.9% of the variability of the adoption of the e-marketing of SMES. Based on the findings, the researcher recommended that, SMES Nekemte city(service, trade and construction sector) be supposed to strive to involve and improve its competitive pressure, IT infrastructure, cost of adoption, government support and owners/mangers knowledge of IT as well for its workforces to create long term agreement with key customers to set reliability, responsiveness, and other standard work for the organization, to be informed on the changing needs in order to improve their understanding with their trading partners and to work on improving adoption of the e-marketing in SMES. Key Words: E-marketing, SMES, Nekemte city, Oromia, EthiopiaItem Factors Affecting Consumer Buying Decision on Organic Foods. (In The case of Knorr Shiro produce by Unilever Manufacturing plc(Addis Ababa University, 2024-09) Azeb Getachew; Tewodros Mesfin (P h D)This study examines the factors affecting consumer buying decisions on organic foods, in the case of Knorr Shiro produced by Unilever Ethiopia Manufacturing PLC. The research identifies key variables, including price, taste, brand image, health consciousness, and distribution, and assesses their impact on consumer behavior. Data was collected from a sample of Knorr Shiro consumers with sample size 295, revealing that all five factors significantly affect purchasing decisions. Price with coefficient of (-0.459) is the only factor that have a strong negative or inverse relationship with buying decision, which leads to considering a competitive pricing strategy to increase buying decision of the product. Distribution (0.218) was found to be the most positive influential, highlighting the importance of distribution strategies. Next to distribution Brand Image (0.163) and health consciousness (0.150) also emerged as critical factors, suggesting the need for building a strong brand reputation and clear communication of health benefits of the product. Additionally, improving taste (0.147) of the product were recommended. The study provides actionable insights for Unilever Ethiopia to bolster its market position and drive sales growth by addressing these key determinants of consumer buying decision. Keywords: Price, Taste, Brand image, Health consciousness and Distribution, Consumer buying decision.Item The Role of Personality Traits on Users’ Intention to Adopt Mobile Banking: The Case of Commercial Bank of Ethiopia, Addis Ababa(Addis Ababa University, 2024-10) Behailu Mamo; Andinet Worku (PhD)This study used the Commercial Bank of Ethiopia as a case study in Addis Ababa to assess how personality factors affected users' intents to utilize mobile banking. This study was conducted using a quantitative research methodology. The CBE in Addis Ababa City was the study's primary data source. The primary data was collected using a questionnaire survey. A total of 385 questionnaires were distributed, and 375 of them were completed, for a response rate of 97.4%. The data were collected using convenience sampling. The study used an explanatory and correlational research design. The study used structural equation modelling and confirmatory factor analysis (CFA) to investigate the relationship and effects of explanatory variables (i.e., agreeableness, conscientiousness, and openness to new experiences, neuroticism, extraversion, perceived usefulness, and perceived ease of use) on CBE mobile banking service adoption. Using SPSS in AMOS, structural equation modeling and confirmatory factor analysis were used to analyze the data. Data was analysed using SPSS in AMOS, structural equation modelling, and confirmatory factor analysis. When all other factors are controlled for, the study's findings show that extraversion and neuroticism have no discernible effect on perceived utility or ease of use. Characteristics like consciousness, agreeableness, and openness to new experiences all have a major impact on perceived utility and simplicity of use. Furthermore, in the context of CBE, PU and PEOU have a considerable impact on intentions to use mobile banking. The report suggests that in order to secure profitability and enhance market share, mobile banking service providers affiliated with Commercial Bank of Ethiopia had to take into account these essential components during the formulation of appropriate marketing and product development plans. Because financial institutions and app developers may create more specialized marketing campaigns, user interfaces, and support systems to promote increased adoption of mobile banking by having a better grasp of these personality traits. Keywords: Personality traits, Mobile banking service, Commercial Bank of Ethiopia, Addis Ababa.Item The Effect of Internal Marketing on Customer Perceived Service Quality: The Case of Ayat Share Company(Addis Ababa University, 2024-10) Berehane Zegeye; Saleamlak Molla(PhD)The purpose of this paper is to investigate the effect of internal marketing on customer perceived service quality: The case of Ayat share company. The study was Explanatory and quantitative in its approach. A structured questionnaire was developed. The hypotheses were simultaneously tested on a sample of 283out of 292 questionnaires distributed to employees and out of 285 distributed to customers 283 fully returned. convenience sampling technique used, and data collected from employee and customer who are willing to filling the questionnaire in time of data collection. Pearson correlation and multiple linear regressions were used to examine the relationships among the variables in the study. The software utilized for analysis was SPSS V20. The results indicated a significant impact of internal marketing dimensions on employee job satisfaction and customer perceived quality of service at a significance level of α ≤ 0.05. All dimensions of internal marketing were found to have a positive correlation with customer service quality. Motivation, internal communication, training and reward are predictors of customer perceived service quality with beta values of .168, .374,0.043 and.380 respectively, that have positive contributions for variation in customer perceived service quality. The study's findings clearly show that it was limited to Ethiopia, so the results' applicability in other nations may differ. Additionally, since the study was carried out in the real estate sector, its application in other industries, such as finance and health, might not yield the same results. Key Words: INTERNAL MARKETING, EMPLOYEE SATISFACTION, INTERNAL MARKETING DIMENSIONS, CUSTOMER PERCIVED SERVICE QUALITYItem The Effects Ofexternal Economic Factors on Real Estate Sales Performance (The Case of Selected Real Estates in Addis Ababa)(Addis Ababa University, 2024-10) Ermias Gezhaegne; Mesfin Workineh (PhD)Addis Ababa faces a great house shortage therefore the development of private as well asgovernmental real estate sector is unquestionable for stabling the society’s life style. The macroeconomic variables are some of factors which influence the efficiency and stability as well as sale performance of the real estate company. As a result, the intension of this study is to analyse the effect of selected external economic variables on real estate sales performance which is exchange rates, inflation rates, buyer intension to purchase, market competition, supplier dependability and interest rates on real estate house sale performance in Addis Ababa. In order to identify the objectives undertaken both the primary and secondary data. The former data is gathered from real estate companies’ staff and real estate sales agent and the secondary data is collected from the governmental bodies. This study is also employed both the qualitative and quantitative data. The data is described by using tables and graphs. The study is used regression coefficient to know the effect, direction and magnitudes of the independent variables which is exchange rates, inflation rates, and buyer intension to purchase, market competition, supplier dependability and interest rates on real estate sales performance. The finding indicated that exchange rates, inflation rates, buyer intension to purchase the product, market competition and supplier dependability have a positive impact on real estate sales performance while interest rates has negative impacts on the performance of real estate house sales in Addis Ababa real estate market. It is recommended that regulatory body and private real estate Company should make mechanisms to reduce the negative impacts of external economic variables on Real Estate Company by implementing the suggested mechanisms. Key words: - Buyer intension to purchase a house, interest rates, construction material suppliers and Exchange rates.Item Effect of Social Media Advertising on Customer Buying Behavior in case of Addis Ababa University School of Commerce Current Students(Addis Ababa University, 2024-07) Haregeweyn Kassa; Getie Andualem (PhD)The objective of this study was to investigate the effects of social media advertisement on consumer buying behavior in case of current students of school of commerce, Addis Ababa xi University (AAU). The study adopted descriptive as well as explanatory research design. The study collected primary data through a questionnaire. The study sample in terms of the respondents covered 194 students, which were selected based on connivance sampling method. The data was analyzed using Statistical Package for Social Sciences (SPSS) version 22. The study found that perception of respondents concerning their buying behavior has a grand mean score of 2.94, indicating that most of respondents had moderate level of buying behavior. More so, the findings of the study revealed that there is positive and high correlation between the four social media advertisements constructs (entertainment, familiarity, social imaging and advertisement spending) and buying behavior. The result of regression also indicates that all four predictor variables have statistically significant effect on buying behavior. The four independent variables studied were explain 64.3% of variation in buying behavior as represented by the R² value. Thus, it can be concluded that social media advertising has a positive influence on consumer buying behavior. Therefore, in order to successfully influence consumer buying behavior, the study recommend social media marketer to give particular attention to the quality of entertainment, familiarity, social imaging and advertisement spending of social media advertising campaign. Key Words: Consumer Buying Behavior, Entertainment, Familiarity, Social Imaging, Advertisement SpendingItem The effects of Trade barriers on the price determination of imported medical equipment in Ethiopia(Addis Ababa University, 2024-10) Kehulubelay Hussen; Hailemariam Kebede (PhD)Despite the price of medical equipment is expensive globally, most of the medical equipment importers have mentioned that trade barriers have also great influence on price of imported medical equipment. To put it simply, trade barriers are interventions in global markets. The study's objective was to determine the effects of Trade barriers on the price determination of imported medical equipment in Ethiopia. Therefore, it made an effort to determine which factors have the greatest influence on the price of imported medical equipment, look into government regulatory issues related to imports, evaluate how trade barriers affect the pricing strategies of suppliers and manufacturers of medical equipment, and learn how importers perceive the price of imported medical equipment. To this goal, a descriptive and explanatory study design was used in conjunction with a qualitative method. With a cross-sectional study survey, the study used an inferential and descriptive research approach. A qualitative investigation of 187 importers of medical equipment in Addis Ababa. Utilizing the census method. The study employed both qualitative and quantitative data collection techniques. SPSS version 27.0 was used for the analysis of the quantitative data, which were gathered via structured questionnaires. Additionally, to correlate the results with the findings of the descriptive analysis, qualitative data was gathered using case studies on three specific items of medical equipment. The results of the study show that the price of imported medical equipment is significantly impacted by shortages of foreign currency and incorrect custom valuation factors; tariff factors (tax and duty) only slightly raise the equipment's cost. Product registration affects the price of imported medical equipment by limiting the number of brands that can enter the market, however, its precise effect is unknown. The following recommendations have been delivered: the Ethiopian Food and Drug Authority (EFDA) should review the documentation requirements for product registration and eliminate unnecessary documents; the banks should provide foreign currency to importers of medical equipment; the customs office should implement a mechanism that allows them to know the correct price of the imported equipment instead of calculating tax based on estimating the price; and finally, the EFDA should implement a system to expedite the registration process. Key words: Tariff Barriers, Product Registration, Custom Valuation, Foreign Currency Regulation, and price of medical equipment.Item Factors Influencing Consumers Brand Preference of Beer Consumption in Ethiopia(Addis Ababa University, 2024-10) Lidya Negassi; Mulugeta Gebremedhin(PhD)The primary goal of this study is to determine and look into factors that influence customer brand preference in beer consumption. Brand preference refers to a consumer's desire to choose one product over another assuming price equality and availability are the same. The research comprises all of the beer brands that are sold, available, and purchased by the general population in Ethiopia's beer market. "What factors initiates a person to prefer any one beer brand over the other?" The research's main focus was the implementation of six independent variables that are put as determinants of brand preference, placed as three variables attributed as brand specific variables (Perceived Quality, Promotion, Emotional Value) and another three as general consumer variables (Brand Consciousness, Reference Group Influence, Consumer Situational Variation).And from this vantage point, the research seeks to demonstrate their relationship with one another as well as their overall brand preference. The survey included 384 beer consumers from various regions of Addis Ababa who were chosen from a variety of venues, ensuring that the findings were representative of the bulk of the population. Of these respondents, 383 questioners were examined and provided for analysis and discussion. All research hypotheses were accepted and supported. The research instrument was validated and checked for reliability. Some of the major findings of the study can be stated as: the most preferred beer brand in the market currently is Habesha beer followed second by a close difference is Heineken beer the rest follow accordingly. Beer brand variety preference also differs with gender. Also some brands are more preferred by young people while others by different age groups. The findings revealed that the variables chosen as determinants in consumer beer consumption represented their influence on brand preference. The implications of this finding are that beer manufacturers who want to stay on the cutting edge and increase brand preference should consider perceived quality as a major determinant when designing products for consumers, as well as emotional attributes of their products. Also, understand that consumer preferences vary depending on the situation. In terms of brand promotion, emphasize a social typesetting with the social media advertisement and depict a friendship situation. They should emphasize social groups and capitalize on this by segmenting their markets into separate social classes. Key words: Perceived Quality, Brand Consciousness, Reference group Influence, Emotional value, Brand preference and Beer consumption.Item The Effect of Electronic Payment System on Satisfaction of Customers the Case of Abyssiniya Bank(Addis Ababa University, 2024-10) Nazrawit Endale; Tewodros Mesfin (P h D)One of the major forces behind Ethiopia's economic expansion and prosperity is the service sector and more on the financial sector. The purpose of this study is to look into how several aspects of the Bank of Abyssinia's electronic payment system affect customer satisfaction. The study also looks into the main difficulties the bank faced in providing the service, which could have an impact on how satisfied customers are. The ease use of mobile banking, safety of internet banking, compatibility of Gizepay, and accessibility of automated teller machines—have been chosen as predictors of customer satisfaction in electronic payments based on the body of knowledge.A descriptive and quantitative research methods were used in the study. Sample size was 399,data were collected from 357 individuals using a previously tested questionnaire. Using a purposive sampling strategy, the samples were chosen from five distinct branches namely Bole Michael,Saris,Kality,Maseltgna and Gelan. Using a 5-point Liken scale, the data was collected, and analized by 27th version of the Statistical Package for Social Science (SPSS) was used for analysis A descriptive stastics were used to provide basic information about variables and Correlation analysis were utilized to examine the relationship between e-payment satisfaction and the chosen factors.Mobile banking was the most popular e-banking product, followed by ATM access, internet banking, and Giza pay. And the overall, customers expressed positive ratings for meeting service delivery timelines and round-the-clock availability. However, there is room for improvement in areas such as availability everywhere, accommodation of large volume transactions, and language clarity. Participants generally expressed moderate satisfaction with mobile banking, internet banking, Giza Pay, and overall customer satisfaction. However, individual experiences may vary, and the findings may be limited by small sample sizes. Based on the findings and conclusion the researcher recommend that The financial institution-the bank of Abyssinia should focus on improving mobile banking services, including user experience, features, and security. Efforts should be made to increase awareness and promote the benefits of internet banking services. To enhance customer satisfaction with ATM services, efforts should be made to improve availability everywhere, accommodate large volume transactions, and enhance language clarity. Further studies must a larger-scale survey to obtain a more representative sample. Key words: Service performance, E-Banking ,customer satisfactionItem The effect of Brand image on customer satisfaction: The case of the commercial Bank of Ethiopia(Addis Ababa University, 2024-10) Yohannes Getachew; Saleamlak Mola (PhD)The purpose of this study was to examine the effects of brand image on customer satisfaction in the Commercial Bank of Ethiopia. It uses four dimensions of brand image which include brand identity, brand personality, brand association and brand attitude. Through the use of convenience sampling method, questionnaires, adopted from previous studies and relevant literature, were distributed to gather data from 384 respondents out of which 354 valid questionnaires were returned. The reliability was judged using Cronbach’s alpha values ranging from .707 to .934. After analyzing the data with descriptive statistics, correlation and regression analysis, the findings indicate that all the four variables of brand image significantly influence customer satisfaction and are found to aggregately explain 83.4% of the variance in customer satisfaction. All the four hypotheses have been supported as the variables were judged to affect customer satisfaction. The results have led the researcher to recommend some marketing activities to be undertaken by the bank to enhance its brand identity, brand personality, brand association and brand attitude to increase customer satisfaction as well as implying the limitations of the study and the model and paving the way to be used as a base for future researches. Key words: brand image, brand identity, brand personality, brand association, brand attitude, customer satisfaction.