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The Effect of Marketing Mix on Consumer Buying Behaviour of Micro and Small Enterprise in Nekemte City, Oromia, Ethiopia

Received: 15 August 2023    Accepted: 31 August 2023    Published: 8 January 2024
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Abstract

The purpose of this study was to investigate the effect of marketing mix on consumer buying behavior of MSEs; the case of Nekemte city administration. To achieve study objective, descriptive and explanatory research design were used combined with qualitative and quantitative research approach. The study was delimited to proportionate convenience and judgmental sampling techniques. The data was collected using a semi-structured questionnaire which has been developed and distributed to a sample of 384 consumers of micro and small-scale enterprises (MSEs) in the Nekemte city. The collected data were analyzed by using both descriptive and inferential analysis techniques. The findings have shown that the mean score of marketing variables i.e. 4p’s inclined to agreement level. All independent variables, marketing mix elements have the significant correlation with the dependent variable, consumer buying behavior of micro and small-scale enterprises (MSEs). In this case, relatively product had a higher strong relationship with consumer buying behavior. The results also revealed that these independent variables jointly explained Adjusted R square is 0.82.1 of the variance in micro and small-scale enterprises (MSEs) consumer buying behavior. This summary shows that about 82.1% of the variance in the consumer buying behavior was explained by the independent variables (4p’s), and the ANOVA results shows, it is possible to see the overall significance of the model. Likewise, the empirical findings of the simultaneously by multiple regressions indicated that, three of the predictor variables: product, place, and promotion, have a positive and statistically significant effect on the consumer buying behavior of micro and small-scale enterprises (MSEs). But price have negative and significant effect on consumer buying behavior. Finally, the study recommended that micro and small-scale enterprises (MSEs) should produce quality products, charge competitive prices, promote products/services appropriately, and pay attention to enterprises locations.

DOI 10.11648/j.innov.20240501.11
Published in Innovation (Volume 5, Issue 1, April 2024)
Page(s) 1-16
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Effect, Marketing Mix, Consumer Buying Behavior, Micro and Small-Scale Enterprises, Nekemte

References
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[4] Getie. (2017). The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia. International Journal of Marketing Studies, 9 (6).
[5] Gilaninia, & Taleghani. (2013).. Marketing mix and consumer behavior. Kuwait Chapter of the Arabian Journal of Business and Management Review, 2 (12), 53.
[6] Hussain, & Eman. (2016). The Impact of Pricing on Consumer Buying Behavior in Saudi Arabia: Al-Hassa Case Study. European Journal of Business and Management, 8 (12).
[7] ILO. (2003). Ethiopian Women Entrepreneurs: Going for Growth. ILO Subregional Office, Addis Ababa and Ministry of Trade and IndustryWomen’s Affairs Department in association.
[8] Kabiru, & Andi. (2019). Mediating effect of social media on consumer buying behaviour of cosmotic product. Brunei Darussalam.
[9] Kayanula, & Quartey. (2000). Technical Efficiency of Small-and Medium- Scale Enterprises; Evidence from a Survey of Enterprises in Tanzania. Eastern Africa Social ScienceResearch Review 181-29. RESEARCH.
[10] Kotler, P., & A. G. (2012). Principles of Marketing, 14 th ed. New York: Pearson Educated, Limited.
[11] Okpara, & Wynn. (2007). Determinants of Small Business Growth Constraints in a SubSaharan African Economy. South Africa: Sam Publication.
[12] Payson, S. P., & K. M. (2016). Impact of Marketing Mix on Buying Behavior-A Case Study of Motorbike Buyers in Jaffna District, Marketing, 1009, 0-872.
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  • APA Style

    Hinkosa, J., Eshetu, T. (2024). The Effect of Marketing Mix on Consumer Buying Behaviour of Micro and Small Enterprise in Nekemte City, Oromia, Ethiopia. Innovation, 5(1), 1-16. https://doi.org/10.11648/j.innov.20240501.11

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    ACS Style

    Hinkosa, J.; Eshetu, T. The Effect of Marketing Mix on Consumer Buying Behaviour of Micro and Small Enterprise in Nekemte City, Oromia, Ethiopia. Innovation. 2024, 5(1), 1-16. doi: 10.11648/j.innov.20240501.11

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    AMA Style

    Hinkosa J, Eshetu T. The Effect of Marketing Mix on Consumer Buying Behaviour of Micro and Small Enterprise in Nekemte City, Oromia, Ethiopia. Innovation. 2024;5(1):1-16. doi: 10.11648/j.innov.20240501.11

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  • @article{10.11648/j.innov.20240501.11,
      author = {Jabessa Hinkosa and Tashome Eshetu},
      title = {The Effect of Marketing Mix on Consumer Buying Behaviour of Micro and Small Enterprise in Nekemte City, Oromia, Ethiopia},
      journal = {Innovation},
      volume = {5},
      number = {1},
      pages = {1-16},
      doi = {10.11648/j.innov.20240501.11},
      url = {https://doi.org/10.11648/j.innov.20240501.11},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.innov.20240501.11},
      abstract = {The purpose of this study was to investigate the effect of marketing mix on consumer buying behavior of MSEs; the case of Nekemte city administration. To achieve study objective, descriptive and explanatory research design were used combined with qualitative and quantitative research approach. The study was delimited to proportionate convenience and judgmental sampling techniques. The data was collected using a semi-structured questionnaire which has been developed and distributed to a sample of 384 consumers of micro and small-scale enterprises (MSEs) in the Nekemte city. The collected data were analyzed by using both descriptive and inferential analysis techniques. The findings have shown that the mean score of marketing variables i.e. 4p’s inclined to agreement level. All independent variables, marketing mix elements have the significant correlation with the dependent variable, consumer buying behavior of micro and small-scale enterprises (MSEs). In this case, relatively product had a higher strong relationship with consumer buying behavior. The results also revealed that these independent variables jointly explained Adjusted R square is 0.82.1 of the variance in micro and small-scale enterprises (MSEs) consumer buying behavior. This summary shows that about 82.1% of the variance in the consumer buying behavior was explained by the independent variables (4p’s), and the ANOVA results shows, it is possible to see the overall significance of the model. Likewise, the empirical findings of the simultaneously by multiple regressions indicated that, three of the predictor variables: product, place, and promotion, have a positive and statistically significant effect on the consumer buying behavior of micro and small-scale enterprises (MSEs). But price have negative and significant effect on consumer buying behavior. Finally, the study recommended that micro and small-scale enterprises (MSEs) should produce quality products, charge competitive prices, promote products/services appropriately, and pay attention to enterprises locations.
    },
     year = {2024}
    }
    

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    AU  - Jabessa Hinkosa
    AU  - Tashome Eshetu
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Author Information
  • Department of Commerce, Program of Logistics and Supply Chain Management, Wollega University, Nekemte, Ethiopia

  • Department of Marketing Management, Ambo University, Ambo, Ethiopia

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