MBA in Human Resource Management

Permanent URI for this collectionhttps://etd.hu.edu.et/handle/123456789/134

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    THE EFFECT OF MARKETING MIX STRATEGIES ON SALES PERFORMANCE: A CASE OF MOHA SOFT DRINK INDUSTRY S.C HAWASSA MILLENNIUM PEPSI COLAPLANT
    (HAWASSA UNIVERSITY, 2024-03) Abiyu Mekonnen Alem
    The general objective of this study was to investigate the effects of marketing mix strategy on sales performance in the context of the MOHA Soft Drink Industry S.C Hawassa Millennium Pepsi Cola Plant. The researcher used descriptive and explanatory research design with mixed approach in order to meet the objective of the study. The target population for this study was300 permanent employee of at MOHA Soft Drink Industry S.C Hawassa Millennium Pepsi Cola Plant. Out of 300 permanent employees, 172 respondents were selected using simple random sampling technique. In this study four components of marketing mix strategy have identified namely product, price, place and promotion. Five point Likert scale questionnaire were used to collect the data. A total of 172 questionnaires were used for this study and the data were analyzed using descriptive and inferential statistics. The data collected were summarized, analyzed using SPSS version 21. The result of Spearman correlation test shows that there exists Appositive relationship between the four independent marketing mix dimension variables (i.e. Product, price, place, and promotion.) and sales performance. But the magnitude of the relationship varies from one marketing mix dimensions to the other where, price has a dominate correlation with sales performance, followed by promotion, place and finally product has respectively correlation with sales performance. The result of multiple regressions shows that 75.8% of the variance of sales performance can be predicted by the independent variable (i.e. product, price, place and promotion.). In addition, the result of multiple regressions shows that Product, price, place and promotion. Have positive significant effect on sales performance. Based on the conclusions the studies recommend that the management of MOHA should able to increase the sales’ performance by establishing effective marketing mix strategies
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    DETERMINANT OF CONSUMER’S BRAND PREFERENCE: A CASE OF JOJO MILK MARKET IN YIRGALEM TOWN
    (HAWASSA UNIVERSITY, 2024-06) MATHEWOS LALEGO HURISO
    Since marketing aims to know and understand the customer so well that the product or service, it is very vital to understand the consumer behavior that is relatively the root for success for marketers. Thus, this study aimed to investigate the determinants of consumer’s brand preference in case of Jojo market in Yirgalem town. The researcher used descriptive approach study which describes the deterninants of consumers brand preferences and explanatory approach to empirically test possible correlations and effects between four vairaibles and consumer preferences. The study used primary and secondary data sources and questionnaire as main data collection tool. Accordingly, a total of 353 completed copies of questionnaires were evaluated for descriptive, correlation and multiple regressionan alysis. Thus, this study revealed that respondents have at least agree indicating consumers are extremely attracted to product package (4.31); highly sensitive to product price (4.42) and they give value for product quality (4.22) and influenced by peers pressure (4.18). Moreover, the study found that there is astrong relationship between product quality (.663), peer pressures (.817), product package (.946) and product price (.636) and consumer preference using Pearson Product Movement Correlation Coefficient. Further, it is found that there are perfect positive relationships between all variables. Moreover, the result revealed that there is there is a positive and significant effect between product quality (.000), peer pressure (.005), product package (.000) and product price (.000) and have a statistically significant contribution to the prediction of consumer preference.It may be essential to study behavioural pattern of consumer leading their buying references & attitude. This is because consumer behaviour is an active and dynamic aspect having the potential to magnetise businesses