The Effect of Manufacturers Marketing Mixes on Brand Preferences of Bottled Mineral Water Retailers in Ethiopia: Evidence from Debre Birhan Town
Published: 2022
Author(s) Name: Mesfin Workineh Melese, Bisrat Legesse Kitaw |
Author(s) Affiliation: College of Business and Economics, School of Commerce, Addis Ababa University, Ethiopia.
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Abstract
The purpose of this study is to examine how marketing mixes of bottled mineral water manufacturers influence the brand
preferences of retailers in Ethiopia. This study quantitatively examined how the four marketing mix elements (i.e., product, price,
place, and promotion) affect the brand preference of retailers. To collect data, a total of 345 questionnaires were distributed to
randomly selected managers in restaurants, groceries, supermarkets, and shops; and 310 usable questionnaires were employed
for analysis. Descriptive and ANOVA, two-tailed t-test and multiple regression analysis were used. The finding shows that product,
price, promotion, and distribution have a significant and a positive effect on retailers preference towards bottled mineral water
brands. This study suggests that bottled mineral water manufacturers should design and upgrade their marketing programs in line
with the requirements of customers in order to gain acceptance in the market.
Keywords: Brand Preference, Product, Price, Promotion, Distribution, Bottled Water, Ethiopia
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