Browsing by Author "TIZITA ALEMAYEHU"

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    EFFECT OF MARKETING INFORMATION SYSTEM ON MANAGERIAL DECISION MAKING: THE CASE OF COCACOLA BEVERAGES ETHIOPIA
    (HAWASSA UNIVERSITY, 2024-04) TIZITA ALEMAYEHU
    This study investigates the impact of Marketing Information Systems (MkIS) on managerial decision-making within the context of a leading fast-moving consumer goods (FMCG) company—Coca-Cola Beverages Ethiopia, headquartered in Addis Ababa. In today’s data-driven business environment, effective managerial decisions depend heavily on timely, relevant, and well-structured information. Despite the increasing adoption of MkIS globally, limited research exists that rigorously examines its role in enhancing decision quality, particularly within the Ethiopian context and the FMCG sector. To address this gap, the study employed a quantitative, explanatory research design using structured questionnaires administered to a stratified random sample of 186 employees across multiple departments. The core components of MkIS— Internal Records, Marketing Intelligence, Marketing Research, and Marketing Decision Support Systems (MDSS)—served as independent variables, while managerial decision-making effectiveness was treated as the dependent variable. SPSS version 21 was used to conduct descriptive analysis, Pearson correlation, and multiple linear regressions. The results indicate that all four MkIS components exhibit a strong positive correlation with managerial decision-making. However, regression analysis reveals that only Internal Records and MDSS have a statistically significant effect at the 5% level, while Marketing Intelligence and Marketing Research—although positively correlated—did not show a statistically significant influence. The model’s coefficient of determination (R² = 0.761) confirms that 76.1% of the variance in managerial decision-making is explained by the MkIS variables. These findings underscore the strategic importance of internal data infrastructure and decision support tools in enhancing organizational decision-making. The study recommends that Coca-Cola Beverages Ethiopia continue to strengthen its MkIS frameworks, particularly by investing in data integration, staff training, and real-time decision support systems. The research also serves as a foundational reference for further studies on MkIS in emerging markets, and provides actionable insights for practitioners seeking to align information systems with decision-making effectiveness.