Analyzing Marketing Mix Elements Influencing Customers’ Brand Preference of Medicines in Addis Ababa

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Addis Ababa University


This research paper investigates the effect of marketing mix elements on customers brand preference with special reference Ethiopian pharmaceutical industry. The survey research design method was used in this study which involves using a self-design questionnaire in collecting data from 321 respondents across 8 Kenema Pharmacy Branches in Addis Ababa. The instrument used in this study is a close-ended questionnaire that was adopted from pervious researchers. Correlation coefficient and multiple regression analysis were used to analyze the data with the aid of statistical package for social sciences (SPSS) version 22. The result showed that marketing mix elements have significant effect on brand preference by customers. Subsequently, recommendations were made to the management of the pharmaceutical companies that they should continue to promote widely, charge competitive prices and product superior quality



Brand preference, Perceived quality, promotion