The Effect of Construction Chemical Companies’ Marketing Mix Strategy on Customer Perception: The Case of Mega Construction Projects in Ethiopia
No Thumbnail Available
Date
2024-06-28
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
AAU
Abstract
This study is focused on the marketing mix model used by construction chemical companies on
mega construction projects in Ethiopia. Marketing mix model is strategy used by companies to
formalize their approach to customers to meet their demands. With marketing mix evolution from
the formally known 4Ps strategy to the new SAVE model, the study makes theoretical as well as
empirical study to build on the concept development. To understand the practicality of SAVE model
by construction chemical companies in mega construction projects, the study engaged 205
questionnaires collected from different projects. These questionnaires were analyzed by SPSS V29
to understand the relationship between the marketing mix models and the customer perception.
From the correlation analysis, it is discovered that the relationship between the customer
perception and the SAVE model elements is strong. The regression result show that 86.8% in the
variation of the customer perception is explained by the SAVE marketing mix model while the
remaining 13.2% is related with other factors. From each hypothesis tested, solution, access,
value, and education have been found to have direct and significant impact on the customer
perception. Seeing the elements effect, Solution has been the most impacting on the customer
perception followed by Access, Education and Value. The study's findings demonstrate that
implementing the SAVE model improves customer perception, and feedback from customers on
various projects indicates that the SAVE model used by construction chemical companies is
beneficial.