The Influence of Marketing Mix Elements on Consumer Attitude the Case of Ethiopian Domestic Leather Footwear Products
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Date
2021-01
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A.A.U
Abstract
The general objectives of the study was to examine the influence of marketing mix elements on consumer attitude of domestic made Ethiopian leather footwear products. The research design used in this study was Descriptive and Explanatory research design which conducted in order to identify the extent and nature of cause and effect relationships. The study used this research design helps to analysis the influence of marketing mix on consumer attitude as well as relationship among variables. Target population of the study was residents of Addis Ababa who were end users of domestic made leather footwear products. Questionnaire was used as an instrument to collect primary data for this study and the questionnaire was physically distributed in Addis Ababa around Megenagna to 340 consumers and 320 respondents were completed the given questionnaire. The analysis has done using the software, Statistical Packages for Social Science (SPSS). The marketing mix elements that are considered includes product, price, promotion and place and these are independent variables; so that the study has conducted to reveal the relationship between these independent variables and the dependent variable, consumer Attitude. The summary implies that the factors namely, product, product, price, promotion, and place have a great influence on consumers Attitude of domestic leather footwear products. Similarly the regression analysis shows that there is a positive significance relationship between marketing mix and consumer Attitude. Ethiopian Domestic Leather Footwear Products should give attention to marketing mix elements and allocate investment for them, as they are imperative for a success of consumer attitude
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Marketing mix, Place and Consumer Attitude