Abstract:
The expansion of bottling firms and marketing opportunities for bottled water are clear indicators
that Ethiopia is a home for suitable investment opportunities in the bottled water sector. Hence,
the objective of this study was to assess the factors that affecting the market sustainability
performance of Ambo Mineral Water company by using multiple linear regression models,
taking the four marketing mix strategies (price, product, promotion and place) as independent
variables and sustainability performance as dependent variables. To achieve this objective, an
explanatory research design and mixed research approach were employed. The target population
of the study was consumers of Ambo Mineral Water in Ambo City. In this study, the sample size
consisted of 374 customers, including two distributers or wholesalers. Sampling was selected by
using non-probability convenience sampling techniques. The study used both a questionnaire
with a 5-point Likert scale and both open-ended and close-ended items, as well as interview data
collection instruments. Bivariate Pearson‟s correlation analysis is applied to measure the strength
and association between the dependent variable of market sustainability performance and four
independent variables: product strategy, price strategy, promotion strategy and distribution
strategy. To measure the factors influencing market sustainability of Ambo Natural spring
Mineral Water and examine the effect of the independent variables on market sustainability, a
multiple linear regression model was used. The result showed that there is a positive and
significant relationship between market sustainability performance of Ambo Mineral Water and
product strategy (CV=0.807 at P-value<0.01), price strategy (CV=0.960 at P-value<0.01),
promotion strategy (CV=0.803 at P-value<0.01), and distribution strategy (CV=0.934 at P value<0.01). Finally, the study recommended that an appropriate and adequate measure of 4p‟s
marketing mix strategies revised by the company for the future to sustain long-term business
successes and remarkable Market sustainability performance.
