Department Marketing Management

Permanent URI for this collectionhttps://repository.mu.edu.et/handle/123456789/116

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    FACTORS AFFECTING PASSENGERS’ PURCHASE DECISION IN AN AIRLINE INDUSTRY: THE CASE OF ETHIOPIAN AIRLINES MEKELLE ALULA ABA-NEGA BRANCH
    (Mekelle University, 2025-01) WELDEKIDAN FITSUM
    The main objective of this research is to find out the factors that affect passengers ‘purchase decisions of Ethiopian airlines for their Mekelle Alula aba Nega air ticket purchase. It tried to study the factors according to their significance effect on the passengers ‘purchase decisions. The paper also covered to see if the factors have any different effect across the demographic profile of respondents. The study examined seven factors that were taken from prior research works. All responses were collected by using a structured questionnaire through convenience sampling (n=370). The data was collected from primary and secondary data. The research design was both descriptive and explanatory research deigns. The target population was the passengers of Mekelle Alula Aba Nega. Data was analyzed using SPSS software to obtain descriptive statistics, comparing mean scores (i.e. independent t-test and ANOVA) and other analyses (i.e. correlation analysis and multiple linear regressions). According to the study findings, three factors: loyalty program, ground and inflight services and safety record identified as the main factors that customers of Ethiopian airlines perceive to be important in influencing their purchase decision. The finding of the study showed that there is a significance difference in perceiving the seven factors between and among the customers of Ethiopian airlines with different demographic profiles. Therefore, Ethiopian shall work more on its brand equity specially to penetrate the rest of the market besides the African market.
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    Determinants of Customer based Brand Equity The Case of Wegagen Bank in Mekelle city
    (Mekelle University, 2025-03-03) Mearg Berhe Gebremichael
    The study was aimed to measure customer-based brand equity of selected Wegagen bank branches in Mekelle with respect to bank service buyers’ perception by utilizing Aaker’s customer-based brand equity model. A five dimension of brand equity model posited by David Aaker was used in order to conduct the investigation via quantitative research design, where descriptive and explanatory research approach was applied. A sample of 398 bank customers from Mekelle were selected using a Purposive sampling method and data was collected through a structured questionnaire intending to identify their perception towards the bank brand. Out of 398 structured questionnaires distributed to respondents 380 were collected, which maintained 95.47% response rate. The results of correlation analysis showed that the three (brand loyalty, brand association and perceived quality) determinants of Customer-Based Brand Equity had a positive significant relationship with the overall brand equity as well as within themselves. How ever, brand awareness and Other proprietary assets had negative relationship with overall brand equity. The results of multiple regression analysis also revealed that the three dimensions (brand loyalty, brand association and perceived quality) have a positive influence on the overall brand equity though their contribution magnitude is not the same however brand awareness contribute or predict the overall brand equity positively but not significant. Other proprietary assets also predict the overall brand equity negatively but with significant effect. Among those dimensions, perceived quality had the strongest positive significant influence on the studied bank customer-based brand equity followed by brand loyalty. Thus, Bank managers should exert their efforts to increase Perceived Quality first along brand loyalty with of their customers so that the Overall brand equity would accordingly increase.
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    The Effect of Customer Relationship Management Practices on Customer Satisfaction in the Case of Awash Bank, in Mekelle Branches
    (Mekelle University, 2025-01) Kidanemariam Fiseha
    In today’s intensely competitive, rapidly changing and highly complex business environment characterized by diminishing customer satisfaction, the need to be market focused and customer centric is more critical than any other time to build and maintain a strong relationship with the customers in order to achieve the ultimate goal of customer satisfactions for any organization. This study aimed to assess the effect of Customer Relationship Management on customer satisfaction in case of Awash Bank, Mekelle City. The population of the present study is premium customer of six special grade branches by using purposive sampling techniques. The data collection utilized quantitative methods. 186 respondents were selected through convenient sampling and data has been collected through questionnaires which were self-administered by researcher. Multiple regression analysis was used to analyze the data collected. The study proposed that there is statistical positive and significant relationship between CRM elements and customer satisfaction as a dependent variable. The statistical analysis revealed that three independent variables, namely reliability, process driven approach and customer focus were found to be significantly associated with the customers’ satisfaction in Awash Bank, while technology orientation found to not have a significant. The findings of the study contribute enormously to the body of knowledge, as it provides a model to be used for explaining effect of the CRM four dimensions on customers’ satisfaction. From the analysis the researcher recommend Awash should give priority for the application of process driven approach CRM dimension than other dimensions because this dimension has highest effect on customer satisfaction.
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    FACTORS INFLUENCING FASHION BRAND PREFERENCE (A Case Study of Consumers of clothing and footwear Products in Mekelle City)
    (Mekelle University, 2025-02) Kibrom Birhane
    This study investigates the factors influencing fashion brand preferences among consumers in Mekelle City, Ethiopia, addressing the gap in empirical research on emerging markets where cultural, economic, and social dynamics intersect with global trends. Employing a mixedmethods approach, the research integrates quantitative surveys (n = 384) and qualitative interviews to analyze demographic, product-related, brand-related, and socio-cultural determinants. The theoretical framework draws on Cognitive Dissonance Theory, Social Identity Theory, and Affective Decision-Making, contextualized within Ethiopia’s unique sociocultural landscape. Key findings reveal product quality (β = 0.41, p < 0.001) as the strongest driver of brand preference, followed by brand image (β = 0.24) and consumer experience (β = 0.15). Price negatively influenced preferences (β = -0.18), reflecting cost sensitivity. While cultural relevance and social influence were significant, their impact was modest, suggesting a balance between tradition and modernity. Demographics such as age, income, and education significantly shaped preferences, with younger, higher-income, and educated consumers showing stronger brand loyalty. Notably, gender had no significant effect, challenging assumptions about gendered fashion choices. The regression model explained 71% of variance (R² = 0.71), underscoring the robustness of these predictors. Qualitative insights highlighted demands for affordability, localized designs, and ethical practices. The study recommends fashion brands prioritize quality, adopt value-based pricing, and integrate cultural narratives into marketing. Policymakers are urged to support local artisans and sustainable practices. Limitations include the geographic focus on Mekelle and reliance on convenience sampling, suggesting future research across diverse Ethiopian regions and longitudinal analyses. By bridging gaps in global consumer behavior theories, this research offers actionable strategies for brands targeting Mekelle’s evolving market while contributing to academic discourse on emerging economies.
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    THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITY PRACTICES ON BRAND EQUITY, A CASE STUDY OF RAYA BEREWERY S.C
    (Mekelle University, 2025-02) Helen Mulugeta
    The aim of this study is to investigate the effect of corporate social responsibility practices on brand equity in order to increase the understanding of CSR as a marketing tool. The dimensions used in the study are Social, Economic, Environmental, Legal, and Ethical Responsibilities on Brand Equity of Raya Breweries S.C. The study has employed quantitative descriptive explanatory approach. A stratified random sampling method and structured questionnaire is used. Data was analyzed by using SPSS software 20 version. The finding of the correlation analysis indicates that there is direct significant positive relationship between the CSR dimensions and brand equity. A sample of 373 customers (Wholesalers and Retailers) of Raya Breweries S.C in Mekelle. The simple regression analysis shows that all dimensions positively influence the brand equity and it is also statistically significant. The findings of this study also indicated that economical CSR is the most important factor to have a positive and significant effect on brand equity followed by Legal, Ethical, Environmental and Societal CSR. The finding implies that survey participants have a positive perception about CSR practices. Hence, the company should concentrate on its CSR commitments and resources allocation to CSR initiatives in ways that can return optimal benefit to society.
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    ASSESMENT OF ADVERTISING EFFECTIVNESS: THE CASE OF AQUA SAFE MINERAL WATER
    (Mekelle University, 2025-02) Bedilu Melaku
    The objective of the study is to determine the effectiveness of advertising MESSAGE SOURCE AND Channel of aqua safe mineral water. The research design was a cross sectional design. The population of the study was residents of Addis Ababa from both Kirkos and Bole sub cities. The study used primary data which was collected using self-administered questionnaires. Advertising influences the sales performance as it enables the company to enhance the purchase of organizational products by the consumer, increase volume of sales, increase the profits of the organization and enhance the organization relationship with its customers. The study was conducted to identify effectiveness of advertising message, source and channel of Aqua safe mineral water. The study was conducted in both bole and Kirkos sub cities of Addis Ababa. The researcher used non-probability sampling method to take samples. Among non-probability sampling method, the researcher chooses convenience sampling method because it helps the researcher to easily select respondents and to achieve the diverse nature of respondents. Regarding the finding on the media mixes that aqua safe mineral water used to advertise its product, the company uses almost all types of Medias such as visual, audio and print Medias. According to the statistics of the study advertising messages of aqua safe mineral water is very effective. The management of aqua safe mineral water should carry out periodic review of the advertising message, advertising source and channel to rate their effectiveness. Moreover, advertising messages must be stronger and appealing enough to persuade and build product preference, encourage switching to aqua safe mineral water by changing the perception of the consumers of rival brands. According to the statistics of the study advertising messages of aqua safe mineral water is very effective. The management of aqua safe mineral water should carry out periodic review of the advertising message, advertising source and channel to rate their effectiveness. Moreover, advertising messages must be stronger andviii appealing enough to persuade and build product preference, encourage switching to aqua safe mineral water by changing the perception of the consumers of rival brands. According to the research findings we can conclude that Aqua safe mineral water advertising messages is effective, advertising source and channel are also effective.
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    FACTORS AFFECTING THE PERFORMANCE OF WOMEN ENTREPRENEURS IN URBAN AGRICULTURE: THE CASE OF MEKELLE HADINET SUB CITY
    (Mekelle University, 2025-01-25) Berhe Gebremeskel
    This study analyzes the factors affecting the performance of women entrepreneurs in urban agriculture within Mekelle's Hadinet Sub-City, Ethiopia. Recognizing the essential role of women in economic development, the research identifies key challenges they face, including limited access to finance, socio-cultural barriers, inadequate training, and legal constraints. Employing a mixed- methods approach, a sample of 62 women entrepreneurs was selected through stratified sampling. Data were collected via structured questionnaires and key informant interviews, and analyzed using descriptive and inferential statistics. The findings reveal systemic challenges that hinder the growth and sustainability of women-led enterprises, indicating that financial constraints and socio-cultural factors significantly impact their performance. The study concludes that targeted interventions are necessary to enhance women's entrepreneurial capacity, recommending policies focused on improving access to finance, providing tailored training programs, and fostering supportive community networks.