The Effect of Strategic Marketing Management Practices on Consumer Buying Behavior in the case of Coca-Cola Ethiopia

Abstract

The main objective of this study was to investigate the effect of Strategic Marketing Management Practices on Consumer Buying Behavior in case of Coca-Cola Ethiopia soft drink consumers in Addis Ababa, Ethiopia. To achieve the objective of the study the researcher developed conceptual framework by reviewing previous literature as well as collected data from target respondents in order to test the formulated hypotheses. The researcher used descriptive and explanatory research design and the quantitative research approach. The target population of the study were the consumers of Coca-Cola Ethiopia soft drink products in Addis Ababa, Lideta Sub-City. Convenience sampling was used to collect the data from the respondents. Primary data was collected from Coca-Cola Ethiopia soft drink consumers by using the five-point Likert scale whereas secondary data were collected from books, journal article, published and unpublished research, websites and others. The analysis was performed through descriptive and inferential statistics using multiple regressions with the aid of statistical package for social sciences (SPSS). The variation explained by the regression of all the predictor variables on consumer buying decision was 72.4%. The remaining is explained by other variables not included in the models. Multiple regression and correlation analysis were used to determine the relationship between the independent variables (i.e product, price, promotion and place) and the dependent variables (consumer buying behavior).The result indicates that all the marketing mix elements have a positive and significant effect on consumer purchase behavior. Therefore, Coca-Cola Ethiopia Soft Drink Company should give more emphasis on marketing mix elements to attract and retain its customers to attain sustained competitive advantage.