The Effect of Marketing Mix on Consumer Buying Behavior of Small and Medium Enterprises (SMEs) in Addis Ababa. (The case of Lideta,Kolfe-Keraniyo and Arada Sub Cities)
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | Tekletsion, Asteway | |
| dc.date.accessioned | 2019-11-06T06:42:49Z | |
| dc.date.accessioned | 2023-11-04T14:08:01Z | |
| dc.date.available | 2019-11-06T06:42:49Z | |
| dc.date.available | 2023-11-04T14:08:01Z | |
| dc.date.issued | 2019-01 | |
| dc.description.abstract | This paper deals with analysis of marketing mix component and consumer buying behavior. The purpose of the study was to find out The Effect of Marketing Mix on Consumer Buying Behavior of Small and Medium Enterprises (SMEs) in Addis Ababa (The case of Lideta, Kolfe-Keraniyo and Arada Sub Cities. Accordingly, the research models were composed of four independent variables such as product, price, place and promotion while there is one dependent variable which is consumer buying behavior. Furthermore hypotheses were developed to shown the effect of all the independent variables of marketing mix on the dependent variable of consumer buying behavior. To this end, a structured 5-point Likert scale close ended questionnaire based survey was employed to collect data. By using probability sampling technique from the consumer of three selected sub cities found in Addis Ababa, more specifically 400 questionnaires were distributed and 372 (93 %) were returned back for analysis. The correlation analysis was illustrated to examine the relationship between those variables and effects of the factors was reported and analyzed by using multiples liner regression. Descriptive statistics also conducted in the research through the aid of Statistical Package for Social Science version 24 (SPSS). The findings of the study revealed that among the independent variables of product significantly affect consumer buying behavior of SME in Lideta ,Kolfe keraniyo and Arada sub city . Concerning to price the beta value as well as the p-value told that those factors has no a positively and significantly affect consumer buying behavior of SME in Lideta ,Kolfe keraniyo and Arada sub city. Another promising finding was also told that place is considered as a factor and which positively and significantly affect consumer buying behavior. The last independent factors promotion has also a positively and significantly affect the consumer buying behavior of SME of those previously mentioned sub cities. Based on the finding, the researcher tried to forward a recommendation that government and other stakeholder should focus and working on the above statistically significant factor in order to enhance and improve the enterprise activities in the near future. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/19886 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Consumer buying behavior | en_US |
| dc.subject | Product | en_US |
| dc.subject | Place | en_US |
| dc.title | The Effect of Marketing Mix on Consumer Buying Behavior of Small and Medium Enterprises (SMEs) in Addis Ababa. (The case of Lideta,Kolfe-Keraniyo and Arada Sub Cities) | en_US |
| dc.type | Thesis | en_US |