Browsing by Author "Getenet, Sewareg"

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    Retailers' Perceptions on the Marketing Practice of A Brewery Company (Dashen S.C)
    (Addis Ababa University, 2011-04) Getenet, Sewareg; Mekonnen, Worku (PhD)
    The main purpose of the study was to assess the retailer s ' perceptions on the marketing practice of Dashen brewery. A descriptive research design was employed. The study populations were 119 retailers who are found in Gondar city. The data were collected through questionnaire and interview and analyzed using descriptive statistics which are percentage, frequency and mean. The result of the study depicted that the brewery product strategies were at a good status in terms of its beer quality attributes, brand name, packaging, and labeling. But the bottle size was not sufficient .Regarding to pricing strategy of the brewery; retailers were not comfortable in terms of, afford ability, discount, proportionality, and turnover. Related to the promotional strategies, although the message was not attractive and updated the brewery was good at in using different media. On the other hand, the sales promotion efforts and the sales person approaches were not attractive. Except on time de livery of the product, the brewery distribution strategy were good at in delivering the product up to the door of its retailer's, transportation facility, and absence of product damages. Hence it is recommended that, the brewery needs to relook its marketing practices in terms of, bottle size improvement, pricing setting methods, message production adjustments, and on time delivery of the product.