The Effect of Market Intelligence on Marketing Mix Decision Making:  a Case Study of the Ethiopian Brewery Industry

Tekalign Yalew Shita; Nisha Sewdass

doi:10.37380/jisib.v13iSpecial Issue 1.1134

Authors

Tekalign Yalew Shita University of South Africa (UNISA)
Nisha Sewdass University of South Africa (UNISA)

DOI:

https://doi.org/10.37380/jisib.v13iSpecial%20Issue%201.1134

Keywords:

Ethiopian beer industry, manufacturing business, marketing decision, market intelligence, marketing mix

Abstract

Purpose– The purpose of this paper is to investigate the effect of market intelligence on marketing mix decision making in the Ethiopian brewery industry. Design– Data were collected by online questionnaire from 317 respondents from the Ethiopian brewery industry and the study applied a mono-quantitative approach with cross-sectional research design. Market intelligence is represented by 5 constructs: source of data, data storage, data processing, data analysis and intelligence dissemination. On the other hand, marketing mix decision is represented by product, price, place and promotion decisions. Thus, the study has examined the simultaneous effects of market intelligence constructs on marketing mix decision constructs by performing structural equation modelling (SEM). Findings - The SEM result reveals that the effect of market intelligence on marketing mix decision making is both positive and significant. Particularly, the effect of market intelligence on product, price, place and promotion decision making were both positive and significant. Hence, market intelligence plays a crucial role in the marketing mix decision making. Practical implications–The findings suggested that market intelligence is an essential tool to make marketing mix decisions. Furthermore, beer manufacturing businesses can benefit from this study by focusing on market intelligence to make quality marketing decisions such as product, price, place and promotion decisions. Originality -This paper contributes to theory by confirming the importance of market intelligence to make marketing mix decisions. The study made a methodological contribution by simultaneously examining the effect of each market intelligence construct with each marketing decision construct using SEM model.

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