"Factors Affecting Telegebeya Marketing In Case Of Ethiotelecom Churchill Road Shop ‘‘

Abstract

This thesis investigates the factors affecting Telegebeya marketing in the context of Ethio Telecom specifically focusing on customers shopping along Churchill Road. The study identifies four independent variables: Payment Methods, Distance of Location, Delivery Time, and Price Discounts, which are hypothesized to influence the dependent variable, Telegebeya Marketing effectiveness. A quantitative research approach was utilized, gathering data from a sample of 349 respondents through structured surveys. Descriptive and regression analyses were performed to evaluate the relationships between the independent variables and Telegebeya marketing effectiveness. The findings reveal that Payment Methods have the most significant impact on consumer engagement with Telegebeya marketing, indicating that a diverse and user-friendly payment ecosystem enhances customer experiences and influences purchasing decisions. Delivery Time and Distance of Location also emerged as crucial factors, with timely delivery and convenient access significantly impacting consumers' perceptions and responsiveness to Telegebeya marketing initiatives. Conversely, while Price Discounts were positively perceived, their influence on Telegebeya marketing effectiveness was comparatively weaker. The study emphasizes the importance of optimizing payment processes, ensuring efficient delivery logistics, and leveraging location convenience to enhance the effectiveness of Telegebeya marketing strategies. The results provide valuable insights for Ethio Telecom and similar organizations seeking to improve their Telegebeya marketing approaches and customer satisfaction, ultimately contributing to better brand engagement and increased sales. This research lays the groundwork for future studies exploring the intersection of Telegebeya marketing effectiveness and consumer behavior in rapidly evolving markets.