Browsing by Author "Deresse, Belayneh"

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    Assessment of the Performance of Promotional Tools In Informing, Persuading & Reminding Customers: A Case of Ethiopian Insurance Corporation
    (A.A.U, 2019-06) Deresse, Belayneh; Tilahun, Teklu (Phd)
    The purpose of this research project is to assess the performance of promotional tools adopted by the Ethiopian Insurance Corporation (EIC) in respect of informing, persuading and reminding its actual and potential customers. The study dealt with the promotional elements i.e. advertising, sales promotion, personal selling and public relations practices of EIC. The study focused on customers in Addis Ababa and conducted by distributing questionnaires to be completed by EIC’s customers. In this study mixed research approach was used in collecting and analyzing data. Because the study uses both qualitative and quantitative forms of research. The populations for the study were 384 insurance policy holders who have bought insurance cover from the corporation. Data for the study was collected quantitatively using questionnaires and qualitatively through observing and understanding the corporation’s promotion performance. Primary data was obtained by distributing questionnaires to customers when they came to the corporation’s districts and branches in Addis Ababa. The collected data were analyzed using SPSS to determine whether the promotion tools used by EIC meet the intended objectives. Descriptive statistics including mean, frequency, standard deviation and percentages were applied. The reliability of the tool applied was tested and a Cronbach alpha value of 0.964 has been obtained. The study found that promotional tools adopted by EIC are informative, persuasive and reminding at moderate level. But personal selling took the highest level followed by advertisement, sales promotion and public relations respectively. On the other hand from public relations instruments press release and press conference are performed at lower level. The study recommends that though, the promotion elements meet promotion objectives at moderate level, the corporation needs to work hard to increase the tools’ informing, persuading and reminding effect to the highest level to attract new customers and retain the existing one, so as to win the competition in the market.