Factors Affecting Market Chain Performance in Distribution of Bottle Water: The Case of Daily Bottled Water Company in Addis Ababa, Ethiopia
| dc.contributor.advisor | Belaynesh Tefera (PhD) | |
| dc.contributor.author | Getie Asfaw | |
| dc.date.accessioned | 2024-03-05T08:23:33Z | |
| dc.date.available | 2024-03-05T08:23:33Z | |
| dc.date.issued | 2022-06 | |
| dc.description.abstract | The purpose of this study was to identify factors affecting market chain performance in distribution of bottle water products: the case of Daily Bottle Water Company in Addis Ababa. With report of the varying degree of successes and failures recorded by Water bottling Companies in different parts of Ethiopia, it is important to attempt a detailed study of factors that affects the market chain performance of bottle Water Companies in distribution of their products. To address the research objective 138 sampled respondents were selected using proportional sampling techniques. About 138 questionnaires were distributed; from which 129 sample respondents replied appropriately to the questionnaire. Data gathered were analyzed based on these 129 responses using SPSS V23 software package. Descriptive statistics and explanatory research approaches were employed. All outputs were presented using frequency, correlation and multiple linear regressions. The result indicates that sales promotion, product strategy, relationship marketing, distribution strategy, channel selection, segmentation strategy and positioning strategies were the major influencing factors that determine the market chain performance of the company. Among these strategies, sales promotion, product strategy, and relationship marketing strategy were the most significant influencing factors for market chain performance. The study was recommended that the company have to give more emphasis in maximizing quality and packaging design, should focus on relationship marketing, and set a promotion budget to communicate and to give information about its product using the appropriate promotional tools that increase its market share and to improve its market chain in distribute of its product to customers at anywhere. Keywords: market chain performance, marketing strategy, relationship marketing, distribution management, channel selection, daily bottle water | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/2153 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | Factors Affecting Market Chain Performance in Distribution of Bottle Water: The Case of Daily Bottled Water Company in Addis Ababa, Ethiopia | |
| dc.type | Thesis |