Ethiopia Legesse (PhD)Wasihun Namssi2025-03-062025-03-062024-06-28https://etd.aau.edu.et/handle/123456789/4789This 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.enThesis