Browsing by Author "Redyet, Nigussie"
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Item Analysis of the relationship between promotional mix elements and performance of pharmaceutical companies in Addis Ababa(Addis Ababa University, 2019-01) Redyet, Nigussie; Workneh, Kassa (PhD)The purpose of the study was to analyze the relationship between promotional mix elements and performance of pharmaceutical companies in Addis Ababa. The study employed descriptive survey design and population consisted of all pharmaceutical product importers in Addis Ababa. Simple random sampling technique was employed to select the sample. Data was collected from the respondents using structured questionnaires and analyzed using descriptive statistics and statistical Package for Social Sciences (SPSS).The findings indicated that personal selling, sales promotion, advertising, public relation and direct marketing jointly explained 20.7% of variance in overall performance. Personal selling, advertising and public relation had a significant and positive effect on overall performance of a company. The control variable age had a significant but negative effect on overall company performance. The study concluded that promotional mix elements had a great effect on performance of a company. It was recommended Food, Medicines, and Health care administration and Control Authority (FMHACA) could revise tight regulation in promotion of pharmaceutical products. Therefore, marketing practices of pharmaceutical companies based on personal selling, advertising and public relations should be given attention for their future enhanced performance.