http://hdl.handle.net/123456789/3565 2026-04-16T05:19:50Z 2026-04-16T05:19:50Z SISAY, YEABTSEGA http://hdl.handle.net/123456789/8704 2025-06-30T07:37:38Z 2025-01-01T00:00:00Z

Title: THE IMPACT OF MARKETING STRATEGY ON BUSINESS PERFORMANCE: THE CASE STUDY OF DELUXE FURNITURE. Authors: SISAY, YEABTSEGA Abstract: The major objective of the research was to examine the impact of marketing strategy on business performance: the case study of deluxe furniture in Addis Ababa. The research adopted descriptive research design and used quantitative approach. Hence, the primary data was collected through questionnaires. Besides, secondary data was gathered from relevant documents. The data received from the respondents were edited, coded, and analyzed using IBM SPSS statistics 24 Computer Software. Quantitative data output was presented in the form of descriptive statistics using mean, and standard deviation, frequency and frequency distribution, valid and cumulative percentage for each of the variables used in the study. Correlation and multiple linear regression analysis techniques were also being used measure the relationship and predicting between the independent and dependent variables of the study. The result of the study shows that among the four independent variables: product, promotion, place strategy has very strong correlation and positive significant impact of predicting sales performance. However, price strategy has very weak correlation and insignificant to predict sales performance. Generally, the researcher recommended that Deluxe Furniture marketing managers should improve the overall product, price, promotion, and distribution strategy so as to increase sales performance.

2025-01-01T00:00:00Z YONAS, TSION http://hdl.handle.net/123456789/8703 2025-06-30T07:35:57Z 2025-01-01T00:00:00Z

Title: THE EFFECT OF PRODUCT DIFFERENATIATION STRATEGES ON THE COMPETITIVENESS OF THE BANK INDUSTRY IN ETHIOPIA: THE CASE OF ZEMENBANK Authors: YONAS, TSION Abstract: The general objective of the study was to examine the effect of product differentiation strategies on the competitiveness of the banking industry in Ethiopia: In the case of Zemen Bank. Both primary and secondary sources were used in the research. In order to maximize accuracy and minimize error in estimating from the target population, participants for the study were chosen using a simple random sampling procedure. Out of the 266 questionnaires distributed ,242 were correctly completed by the participants. The study used descriptive and explanatory research designs. A quantitative data was processed using SPSS version 26 and analyzed with the help of descriptive statistics like frequencies, percentages, means, and standard deviations and inferential statics (correlations and regression analysis. The finding of regression analysis shows that customer experience management is positively correlated with competitiveness, highlighting the importance of effective customer engagement strategies in driving a bank’s competitive edge. From the findings, it was found that customer experience management, product customization, service innovation, and technology integration are positively correlated with competitiveness in the banking industry. Finally, it was recommended that Zemen Bank should continue investing in technology integration. This would not only support the development of new services but also potentially enhance product customization and improve customer experience management

2025-01-01T00:00:00Z Nuredin, Seada http://hdl.handle.net/123456789/8702 2025-06-30T07:34:03Z 2025-02-01T00:00:00Z

Title: The effect of social media marketing on brand awareness: The case of Real estate companies, Addis Ababa, Ethiopia Authors: Nuredin, Seada Abstract: This study examines the effect of social media marketing on brand awareness among real estate consumers in Addis Ababa, Ethiopia. Using a mixed-methods approach that combines primary and secondary data, the research aims to answer three key questions: the current level of brand awareness, the strategies employed by top real estate companies, and the relationship between these strategies and consumer awareness. A descriptive research design was employed, with data collected through surveys and supported by secondary sources, including company reports and academic literature. The findings reveal a generally high level of brand awareness among respondents, with significant recall of logos, slogans, and distinctive elements of real estate companies. Analysis of social media strategies highlights the use of influencer collaborations, active engagement, and responsiveness as key drivers of brand visibility. Regression analysis confirmed a strong, statistically significant relationship between social media marketing efforts and brand awareness, with 82% of the variance in brand awareness explained by these strategies. Despite the study's robust findings, limitations include reliance on self-reported data and a cross-sectional design, which may affect generalizability and fail to capture long-term impacts. Future research should consider longitudinal studies and larger, more diverse samples to explore additional factors influencing brand awareness. This research underscores the strategic importance of social media marketing in the real estate sector, offering actionable insights for companies seeking to optimize their digital engagement to enhance brand recognition and consumer loyalty. This research recommends for real estates integrate social media marketing to increase their brand awareness.

2025-02-01T00:00:00Z AYALKBET, SAMRAWIT http://hdl.handle.net/123456789/8701 2025-06-30T07:30:01Z 2025-02-01T00:00:00Z

Title: THE EFFECT OF TARGET MARKETING STRATEGIES ON COMPETITIVE ADVANTAGE: THE CASE OF ZEMEN BANK SC. Authors: AYALKBET, SAMRAWIT Abstract: This study examined the effect of target marketing strategies on competitive advantage. The study employed descriptive and explanatory research design in order to show the influence of predictor variable (Niche Market, Behavioral Targeting, Differentiation Strategy, Psychographic Targeting) on predicted variable competitive advantage. The data for the study was collected from 371 respondents using self-administered questionnaires and responses of survey data were processed using SPSS.20. Based on data collected from the survey of respondents in the bank, the result indicates that, niche marketing and differentiation strategies significantly enhance competitive advantage, while behavioral and psychographic targeting contribute to increased customer engagement and retention. In order to enhance target market strategy, the bank efficiently focus on increasing the implementation of niche marketing strategies, invest in behavioral targeting to better understand customer preferences and spending habits, Increase the use of digital marketing channels, particularly social media, to reach younger, tech-savvy customers and continuously monitor market trends and customer behaviors to adapt marketing strategies proactively.

2025-02-01T00:00:00Z