Factors Affecting Marketing Sustainability Of Manufacturing Factories: A Case Of Dangote Cement Factory, Adea Berga District, Oromia Regional State

Abstract

The study conducted at Dangote Cement factory of Adea Berga District regarding Factors Affecting Manufacturing business and it’s Marketing Sustainability. The purpose of the study is to investigate the factors affecting Manufacturing business and sustainable marketing. The study employed descriptive and explanatory research designs and quantitative and qualitative research approach. The primary data of the study is collected through questionnaires from the respondents including Team of Production officers, Team of Marketing and promotion officers, Team of Public relation officers, Team of Finance and Budgetary officers, Team of Research and Development officers and Ordinary Employee. Totally, about 217 questionnaires distributed and only 199 properly filled and returned. Multiple linear regression econometrics model of the study employed to shows the effects and relationship between dependent and independent variables included in the study. The study found that sustainable marketing of Dangote Cement factory driven by market competition, technological advancement and customer awareness while hindered by weak corporate social responsibility involvement and regulatory challenges. Factory moderately promotes environmental efforts and sources materials locally though gaps exist in communication and implementation. The study recommended that Dangote cement factory improve sustainability communication, engage communities in corporate social responsibility strengthen workforce training and adopt proactive regulatory strategies. Establishing a dedicated sustainability team is also advised to align with evolving trends