The Effect Of Marketing Mix Elements On Consumers’ Buying Decision: The Case Of Ambo Mineral Water Soft Drinks Share Company, Ambo Town, West Shoa Zone, Oromia, Ethiopia

Abstract

The study was conducted to examine effect of Marketing mix element on consumer buying decision and to identify the determinant that more effects on the consumer buying the products, used the mixed research design and distributed a closed ended questionnaires for 72 selected respondents. All 72 respondents to fill and return the distributed questionnaire. So 72 respondents to give response for questionnaires (100%) to return and fill the distributed questionnaires on the time. The tools used for data collection were related to marketing mix elements and also consumer buying decision questionnaire Person’s correlation Statistical tool and multiple regressions were used to test the hypotheses the finding show that there was moderate level of Consumer buying decision on the products. As effects of marketing mix elements price, promotion and place effect moderately were as product highly effect more than the three marketing mix elements on consumer buying decision in AMWSC soft drink products. And correlation analysis and multiple regression shows that significant positive relationship was exist between consumer buying decision and the stated effects marketing mix elements factors. However, multiple regressions analysis result indicates that the four factors have significant (*p < 0.05, **p < 0.01) effect on consumer buying decision. The +correlation variables were product (B=.294, p >=0.05), price (B=.156, p > 0.05), promotion (B=.247, p > 0.05) and also Place (B=.164, p > 0.05) has significant effect on consumer buying decision in this study. And the adjusted R² is 0.485. Thus, by taking the adjusted R² 0.485 can be said the predictors i.e. Product, Price, Promotion and Place account for 48.5 % change of Consumer buying decision. And the remaining 51.5 % depend on other factors. The result of the study also shows that from the four variables, major predictors of consumer buying decision were Price and promotion. Finally, recommended for the major effect price and promotion on consumer buying decision product how to improve and change in the future consumers buy the products