The effect of marketing mix elements on consumer buying decision (the case of Senq Non-alcoholic Drink)

Abstract

This study aimed to investigate the effect of marketing mix elements on consumers' buying decisions in the case of Senq non-alcoholic malt drink. A conceptual framework was constructed by examining prior 
literature and collecting data from the study's target respondents to test the developed hypotheses and achieve the study's purpose. The research employed a mixed research design, utilizing both descriptive and explanatory methods, and a quantitative research approach to gather data. The target population consisted of consumers of Senq non-alcoholic malt drink in Addis Ababa, with a specific focus on the Kirkos sub-city the study's results indicated that all marketing mix elements have a significant and positive effect on consumer buying decisions. Based on these findings, it is recommended that companies strategically enhance their marketing mix elements to influence consumer buying decisions positively. Implementing targeted product development, competitive pricing, effective promotional strategies, and convenient product placement can result in increased consumer engagement and purchasing decisions. These insights hold great significance for companies seeking to develop effective marketing strategies aimed at attracting and retaining customers. The study contributes to a better understanding of consumer behavior in the context of non-alcoholic malt drink consumption and offers valuable implications for marketers and businesses in the competitive market landscape.