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International Journal of Marketing and Business Communication

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2021
2022

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Melese, Mesfin Workineh

The Influence of Buyer-Seller Relationship on Sales Effectiveness: The Case of Ayat Real Estate, Ethiopia

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Authors

Mesfin Workineh Melese ¹, Mehalek Habtamu Weldeyes ²

Affiliations
1 Assistant Professor of Business Leadership, Department of Marketing Management, College of Business and Economics School of Commerce, Addis Ababa University, Addis Ababa, ET
2 Department of Marketing Management, College of Business and Economics School of Commerce, Addis Ababa University, Addis Ababa, ET

Source

International Journal of Marketing and Business Communication, Vol 10, No 1 (2021), Pagination: 1-12

Abstract

The study examined the influence of buyer-seller relationship on sales effectiveness in Ayat Real Estate. Explanatory research design was applied to examine how strength of ties, information, and solidarity influence sales effectiveness in the real estate sector. Data were collected from a sample of 118 respondents, of which 112 are salespersons and six are sales supervisors. A standard questionnaire has been used to collect data. The collected data were analysed using descriptive, correlation, regression, and inferential statistical tools. The result shows that buyer-seller relationship has a significant positive effect on sales effectiveness. In terms of relative effect of predictors, information has stronger effect (with ß = 0.424), followed by solidarity (ß = 0.222), and personal ties (ß = 0.218). The study recommends that real estate managers should recognise the sales impact of these variables in their strategies and decisions. Future research is highly encouraged to investigate other determinants of sales performance, such as buying habits, culture, and government policy.

Keywords

Buyer Seller Relationship, Sales Effectiveness, Real Estate, Information, Solidarity, Strength of Ties

Full Text

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The Effect of Sales Promotion on Brand Awareness and Brand Loyalty: Assessment of Walia Beer Brand Management Practices

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Authors

Fikirte Belachew Tufa ¹, Mesfin Workineh Melese ²

Affiliations
1 Marketing Expert and Instructor, Research and Consultancy Office, Catering and Tourism Training Institute, Ministry of Culture and Tourism, Addis Ababa, ET
2 Assistant Professor of Business Leadership, Department of Marketing Management, College of Business and Economics School of Commerce, Addis Ababa University, Addis Ababa, ET

Source

International Journal of Marketing and Business Communication, Vol 10, No 1 (2021), Pagination: 35-47

Abstract

Sales promotions have become one of the preferred methods of marketing communication. However, there is a debate on whether sales promotion has a positive effect on brand awareness and brand loyalty. So, the purpose of this study was to examine the effect of sales promotion on brand awareness and brand loyalty; and the relationship between brand awareness and brand loyalty. The research employed explanatory research design to identify any causal links between sales promotion, and brand awareness and brand loyalty. Primary data were collected from a sample of 389 Walia beer consumers using convenient sampling technique; and data were collected using a five-point Likert-type scale, ranging from ‘strongly disagree’ (1) to ‘strongly agree’ (5). Data were entered into SPSS 20, and analysis of the measurement and structural models were made using AMOS 20. The findings revealed that sales promotion has a positive and significant effect on brand awareness and brand loyalty; and awareness has a positive effect on brand loyalty. This indicates that beyond its usual immediate impact on sales volume, sales promotion has an effect on branding.

Keywords

Brand Awareness, Brand Loyalty, Sales Promotional Activities

Full Text

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Effect of Retailer Brand Equity on Consumers’ Purchase Intention: Evidence from Selected Supermarkets in Addis Ababa

Abstract Views :237 | PDF Views:0

Authors

Meseret Wondaferew Dinku ¹, Mesfin Workineh Melese ²

Affiliations
1 Marketing Manager, Abehodie Trading PLC, ET
2 Assistant Professor of Business Leadership, Department of Marketing Management, School of Commerce, College of Business and Economics, Addis Ababa University,, ET

Source

International Journal of Marketing and Business Communication, Vol 11, No 1 (2022), Pagination: 16-31

Abstract

The aim of the study is to explore the effect of retailer brand equity on supermarket consumers’ purchase intention. We quantitatively measured the effect of brand equity dimensions (i.e., brand awareness, brand image, brand quality and more of brand loyalty) on the purchase intentions of supermarket consumers. A total of 384 questionnaires were distributed to conveniently available consumers and 323 usable questionnaires were used for analysis. The findings revealed that retailer awareness, perceived retailer quality, retailer image and retailer loyalty have a significant positive effect on consumers’ supermarket purchase intentions, retail awareness being the highest influencer of purchase intention. The practical worth of the study is that it would help supermarket managers to direct their focus on brand equity dimensions while designing marketing strategies and making decisions in order to enhance market share and gain a competitive advantage through raising consumers’ purchase intention. In addition, the study assists all businesses in the retail sector to recognize the contributions of creating a strong brand as a means of getting a competitive advantage.

Keywords

Brand Equity, Retailer Awareness, Retailer Image, Perceived Retailer Quality, Retailer Loyalty, Consumer Purchase Intention

Full Text

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jretconser.2019.07.004

The Effect of Manufacturers’ Marketing Mixes on Brand Preferences of Bottled Mineral Water Retailers in Ethiopia: Evidence from Debre Birhan Town

Abstract Views :235 | PDF Views:0

Authors

Mesfin Workineh Melese ¹, Bisrat Legesse Kitaw ²

Affiliations
1 Assistant Professor of Business Leadership, Department of Marketing Management, College of Business and Economics, School of Commerce, Addis Ababa University, ET
2 Debre Brehan University, Department of Marketing Management,, ET

Source

International Journal of Marketing and Business Communication, Vol 11, No 1 (2022), Pagination: 49-58

Abstract

The purpose of this study is to examine how marketing mixes of bottled mineral water manufacturers influence the brand preferences of retailers in Ethiopia. This study quantitatively examined how the four marketing mix elements (i.e., product, price, place, and promotion) affect the brand preference of retailers. To collect data, a total of 345 questionnaires were distributed to randomly selected managers in restaurants, groceries, supermarkets, and shops; and 310 usable questionnaires were employed for analysis. Descriptive and ANOVA, two-tailed t-test and multiple regression analysis were used. The finding shows that product, price, promotion, and distribution have a significant and a positive effect on retailers preference towards bottled mineral water brands. This study suggests that bottled mineral water manufacturers should design and upgrade their marketing programs in line with the requirements of customers in order to gain acceptance in the market.

Keywords

Brand Preference, Product, Price, Promotion, Distribution, Bottled Water, Ethiopia

Full Text

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