Browsing by Author "Sentayehu Abera"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Assessing The Promotional Practices of Wegagen Bank
    (Addis Ababa University, 2024-10) Sentayehu Abera; Andinet Worku (PhD)
    This study aimed to investigate the promotional practices of Wegagen Bank. The research employed a mixed-method approach, utilizing both qualitative and quantitative techniques to gather and analyze data. The methodology involved a descriptive research design, drawing upon primary and secondary data sources. Primary data were collected through interviews with bank employees and structured questionnaires distributed to a sample of 170 bank customers. Secondary data were obtained from the bank's official website, annual reports, and relevant literature. The results revealed that Wegagen Bank utilizes a diverse range of promotional tools, with advertising (35.9%), sales promotions (23.6%), and personal selling (21.7%) being the most widely used. The respondents indicated that advertising is the most informative promotional tool, while personal selling is the most influential factor in their banking decisions. The bank's digital advertising and public relations efforts were perceived positively, with the majority of respondents agreeing that the bank's mobile banking and internet banking platforms are effective advertising channels. However, the traditional advertising, personal selling, sales promotions, and direct marketing practices received more negative feedback, with a significant proportion of respondents disagreeing with their effectiveness. The majority of respondents (61.8%) indicated that they liked the bank's promotional efforts. The bank should continue to monitor customer feedback, identify opportunities for optimization, and make data-driven refinements to its promotional mix to maintain and enhance the positive customer perception over time. Keywords: Promotional Practices, Promotional Tools, Advertising, Sales Promotions, Personal Selling, Direct Marketing, Public Relations, Customer Perception, Effectiveness, Wegagen Bank