The Effect of Marketing Mix Strategies on Brand Performance -The Case of Selected Bottled Water Companies
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Date
2023-06
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Addis Ababa University
Abstract
The goal of this study is to investigate the effect of marketing mix strategies on brand performance of selected bottled water companies in Ethiopia. In light of this, the research highlighted a few aspects of marketing mix strategies, including the Product, Price Promotion and Place strategies. Data were collected from the selected bottled water companies of Daily, Aqua addis and Top. This study had 140 respondents in all, who were chosen on purpose. Both descriptive and explanatory designs were employed in the investigation. In order to analyze the data, SPSS version 23 was utilized. Frequency, percentage, mean, standard deviation, Pearson correlation coefficient, and regression were all employed. Most of characteristics are statistically significant and positively connected with the Brand performance of aforementioned bottled water companies, according to the regression coefficient results. From the beta coefficient result, the researcher obtained that, place is found to be the most important variable in predicting the dependent variable brand performance, followed by promotion, product and price. Finally, the researcher concludes that in the case of daily, aqua addis and top bottled water marketing mix strategies has a significant positive effect on brand performance