Browsing by Author "Afework, Redeit"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    The Impact of Promotional Strategy on Customers Buying Behavior in the Case of Walia Beer
    (Addis Ababa University, 2016-06) Afework, Redeit; Workineh, Mesfin (PhD)
    Both small and large organizations need to adopt promotional mix strategies in order to attract and retain customer hence long term relationships and growth in terms of productivity and ultimate survival. However, few studies have been done on the relationship between promotion and customer growth in Ethiopia. The study, thus, sought to look at influence of promotion mix strategies on the customer growth of Walia beer. The study adopted a descriptive research design. The target population was customers of Walia beer within Addis Ababa. Forty customers were sampled and structure questionnaire administered. Data analysis involved the use of descriptive statistics: mean, standard deviation, frequency and percentages. Pearson correlation and multiple linear regression analysis were done to test the relationship between promotion and customer growth. The study established that Walia beer as a brand is associated with product quality and cheap price that both add value and satisfaction to its customers. The Company uses flyer and brochure, websites, newspapers, television and radio to advertise in addition to several public relation, personal selling and direct marketing. The study concludes that promotion strategies (advertising, sales promotion, public relations, personal selling and direct marketing) positively influence customer growth