Browsing by Author "Terefe Hirpo"

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    The Effect of Marketing Communication Mix on Sales Performance (The Case of Moha Soft Drink Factory in Addis Ababacity)
    (Addis Ababa University, 2024-06) Terefe Hirpo; Mulatu Mebrate (PhD)
    Marketing communication is the main element business organizations can use to connect with their customers by communicating ideas and product information with the intention of imparting particular perceptions of the products to customers and other stakeholders. The objective of this study was to investigate the effects of the marketing communication mix on sales performance at the Moha soft drink factory, which is located in Addis Ababa City. Thus, adopting a quantitative research approach, particularly a quantitative cross-sectional survey design, a total of 112 (male = 90 and female = 22) employees of the Moha soft drink factory were involved as respondents to the study. Data were collected using a pilot-tested, structured questionnaire. Data analysis was conducted using SPSS version 20. Specifically, frequency, percentage, mean, standard deviation, and multiple linear regression were used to analyze the data. Findings show that personal selling, sales promotion, public relations, advertising, and direct marketing can significantly affect sales performance in the study area (p<0.01). The combined effects of these variables on sales performance show that advertising, public relations, personal selling, direct marketing, and sales promotion are found to have explained sales performance by 52%. However, the beta values indicate that personal selling has a greater positive effect (β=.425, t=3.917, p<0.01), followed by direct marketing (β=.394, t=3.639, p<0.01), advertising (β =.350, t=2.043, p<0.05), and public relations (β =.306, t=3.023, p<.0.01), whereas sales promotion (β=.243, t=1.240, p<0.05) has relatively lower effects on sales performance in the study area. This study recommends that the management of the Moha soft drink factory and other relevant stakeholders focus on exploiting the opportunities in this marketing communication mix. Key words: marketing communication mix, Moha soft drink factory, sales performance