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.
