The Effect Of Marketing Mix On Consumer Buying Decision The Case Of Awash Wine Share Company

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Addis Ababa University


The purchase process for wine is complex, since it has many dimensions which can influence decision making. Out of these many dimensions marketing mix is an important factor. Conventionally marketing mix referred as the 4P’s. For the purpose of this research, product has been seen from two dimensions which are quality and packaging. The research is quantitative in nature and a mixed (descriptive and explanatory) research design has used. Both primary and secondary data have been used to conduct the study. Primary data was collected through structured questioner using a combination of convenience and purposive sampling techniques. The analysis has done using the software, Statistical Packages for Social Science (SPSS). The main objective of the study is to determine the effect of marketing mix on consumers buying decision, in perspective of Awash winery. The marketing mix elements that are considered includes product packaging, product quality, price, promotion and place/accessibility; and these are independent variables; so that the study has conducted to reveal the relationship between these independent variables and the dependent variable, consumer buying decision. The summary made based on the findings of the study with the objectives of determining the effect of marketing mix factors on wine consumers buying decision, implies that the factors namely, product packaging, product quality, price, promotion, and place have a great influence on consumers buying decision in purchasing wine products. By the same token the regression analysis shows that there is a positive and significant relationship between marketing mix and consumer buying decision



Marketing mix, marketing mix factors, Consumer buying decision