Marketing Management

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Assessment of the effect of Advertising on sales performance in the case of St. Gorge Brewery
(Addis Ababa University, 2017-05-08) Adamu, Lulit; Belayneh, Temesgen (PhD)
Every organization in the market has its own advertising objective, increase market share and sales, and build solid customer relations. The objective of the study was to determine the influence of advertising on organizational performance of fast moving consumer goods in the brewery industry in the case of St. Gorge Brewery. The research design adopted was cross sectional descriptive design. The population of the study comprised of the staff of St. Gorge brewery from the departments of marketing, sales, and distributors. The study used primary data which was collected using self-administered questionnaires. The data collected was analyzed using statistical package for social sciences and presented in tables. The study found out that advertisement helps the companies create awareness among customers for their products and services but also serves as a useful vehicle in promoting brand image of products and services offered at the target market. The study established that advertising in the case of St. Gorge brewery enables it to create good image and promote the reiterate purchase of its products create large market segment which leads to the development of larger market share, maintain superior stand in the industry, establish good relationship with potential customers and reduce consumer dissonance. The study further established that advertising helps St. Gorge brewery creates awareness, appeal, creation of standards through competition, conviction; minimize hindrances between the organization and customers. Advertising influences the sales performance as it enables the company to enhance the purchase of organizational products by the consumer, increase volume of sales, increase the profits of the organization and enhance the organization relationship with its customers.
Effect of Advertisement on brand equity: The Case of Private Universities Advertising Practice in Ethiopia
(Addis Ababa University, 2019-06) Shifa, Abrar; Workineh, Mesfin (PhD)
Advertising is very costly but unavoidable taking in to account its importance in building the company brand equity. The study examines the effect of advertising on brand equity of private universities emphasizing communicational factors, media used, source factors & message content. Quantitative research design was used to describe the characteristics of student attitude towards communicational factors. Cross-sectional survey was conducted by distributing structured questionnaire based on Likert type scale to elicit information from the sampled respondents that were 382 students, where the sample size is selected based on stratified sampling techniques .The questionnaires were distributed randomly i.e. to those students study business & business related program at door step of each university proportionately. The total response rate was 91% which was acceptable to make the necessary statistical test. The data collected was analyzed using both descriptive & inferential statics. Data analysis is conducted using software programs such as SPSS. The findings of the research shows that media used and source factors has statistically significant positive effect on brand equity while message content don't have statically significant effect on brand equity
Effect of Advertising Effectiveness on Members Satisfaction: The Case of Ethiopian Commodity Exchange
(Addis Ababa University, 2019-05) Bekele, Rediet; Kebede, Hailemariam (PhD)
In the entire world every organization has its own advertising objective, increase sales and market share, build customer relationship and brand image. The aim of this study is to find out the effect of advertising effectiveness on member’s satisfaction in Ethiopian Commodity Exchange. The active role of the members in determining the effects of advertising has important implications for how the effects and effectiveness of advertising on member satisfaction are measured and how various measures are interpreted. The research design adopted was cross sectional descriptive design. The population of the study comprised of ECX members from various regions. The study used primary and secondary data which was collected using self-administered questionnaires. The data collected was analysed using statistical package for social sciences and presented in tables. The study found out ECX uses informative advertisement that helps the company by creating awareness for members about the trading products and services but also serves as a useful vehicle in building brand image of the company and its services offered to the target market. Advertising influences member satisfaction as it enables the company to enhance the commodity market of products, increase volume of sales in the country, increase the profits of traders and enhance the organizational relationship with its members. This study examined the relationship between advertising reliability, timeliness, frequency and accuracy with member satisfaction. The result of this study is based on data gathered through questioner from 181 members. The study found that the relationship between advertising timeliness, frequency and accuracy have a significant positive influence on member satisfaction, whereas advertising reliability has positive but without statistical significance.
The Effect of Advertising on Brand Equity: A Study on Flintstone Homes
(Addis Ababa University, 2018-04-23) Maru, Frezer; G/Medhin, Mulugeta (PhD)
The field of branding and brand equity is new area of research in Ethiopia. Furthermore, there is very little work concentrating on systematic investigations of the effects of advertising on brand equity in the real-estate sector. This study elucidates the relationships between the marketing mix element -advertising- and brand equity. In particular, the study focuses on advertising from a quantitative (perceived advertising spending) and qualitative (individuals' attitudes toward the advertisements, advertisement message’s content, and advertisement media) perspectives and its effect on building consumer based brand equity. The research approach was quantitative and multistage sampling technique was followed. It has been surveyed on 348 selected samples in Addis Ababa’s five sub-cities. Findings show that the content of advertising plays a key role influencing brand equity dimensions, whereas advertising spend improves brand awareness but it is not enough to positively influence other brand equity dimensions. The paper also finds distinctive effects of advertisement message’s content and advertisement media on brand equity. In addition the results show that companies can optimize the brand equity management process by considering the relationships existing between the different aspects of advertising and dimensions of brand equity.
The Effect of Advertising on Consumer Buying Behavior: The case of Nifas Silk Paints Factory
(Addis Ababa University, 2018-06-21) Meshesha, Asnake; Workineh, Mesfin (PhD)
This study was undertaken to investigate the effect of advertisement on consumers buying behavior in case of Nifas Silk Paints Factory. The literature provided discusses the concept of advertisement and consumers buying behavior. The researcher used Descriptive and explanatory research approach which describes and explains quantitatively the effect of advertisement on consumers buying behavior. Information was gathered from a sample of 384 consumers. Advertisement was identified as the independent variable and consumers buying behavior as the dependent variable. Impressive, understandable, attention grabbing, memorable, creative and honest advertisements were considered as sub-variables of advertisement. Data obtained from the respondents was then analyzed. Two-tailed correlation analysis showed that there is a strong and positive relationship between impressive, understandable, attention grabbing, memorable, creative & honest advertisement and consumers buying behavior. The correlation analysis also indicates a moderate and positive relationship between impressive, memorable & creative advertisements and consumers buying behavior. Multiple regressions were also applied. The results were according to the expectation after theory examination, but attention grabbing advertisement has insignificant contribution on consumers buying behavior. On the other hand simple to understand advertisement contributes the largest effect towards influencing consumers buying behavior. Based on the result of this research it is recommended that effective advertisement campaign which includes the aforementioned predictors should be practiced to attract more consumers and to gain competitive advantage against rivals. This research therefore adds a new dimension to the body of literature that will help researchers’ efforts to understand the effect of advertisement on consumers buying behavior
The Effect Of Advertising On Consumer Purchase Decision The Case Of Baby Diaper
(Addis Ababa University, 2019-06) Adbib, Frehun; G/Medhin, Mulugeta (PhD)
Advertising is a form of communication intended to convince an audience (viewers, readers or listeners) to purchase or take some action upon products, information, or services etc. This paper tried to investigate the relationship between advertising (advertising media, advertising message, source credibility, source attractiveness and product personality congruence) andconsumer purchase decision of baby diaper by tapping the responses of 380 respondents from four sub cities of Addis Ababa City Administration (Bole, Arada, Kirkos&Yeka). To achieve the objectives of the study, descriptive and explanatory research design were used. Data was collected through questionnaire from a sample of 380 purchasers of disposable baby diaper that were selected using convenient sampling method. The data collected from the questionnaire were analyzed using descriptive statistics (such as mean, standard deviation, percentage and frequency) and inferential statistics like correlation, and multiple regression analysis. The finding revealed that there are positive and significant relationships between advertising message, source credibility, advertising media and consumer purchase decision of baby diaper.The score of the coefficient correlation determination R2 is 0.655, which implies that there is quite significant explanatory power and also 65.5% variation on the purchase decision of baby diaper is caused by advertising message, source credibility, advertising media, source attractiveness and product personality match. Eventually, this study recommends appropriate actions for companies in refining their advertising strategies as a means of overcoming the stiff competition that prevails in the market, therefore, they can increase their sales volume and market share.
Effect of Advertising on Customers Purchase Intention of Soft Drink: A Case of Gift Bottled Water Damot Industrial and Commercial Plc, Addis Ababa, Ethiopia
(Addis Ababa University, 2021-08) Jiru, Getachew; Belayneh, Temesgen (PhD)
The general objective of this study was to assess the effects of advertising on customers purchase intention of soft drink a case of Gift bottled Water Company in Addis Ababa, Ethiopia. Advertising is a form of communication that attempts to influence the behavior of a defined target audience. In communication process, there are different tactics that use for advertising like advertising source, advertising media, advertising message, and advertising appeals, etc. This study was focused on how these advertising tactics (source, media, message, and appeal) effect on the consumer purchasing intention in the Gift bottled water market of Addis Ababa. The research design adopted was Explanatory research types. A quantitative method was used in this research. The target population and the interest of this study were focused on the customers or consumers of soft drink (Gift Bottled Water) company in Addis Ababa City. Out of the distributed 384 questionnaires, 340 were regarded as valid for sample size. To analyze data, inferential (statistical), SPSS26V software was used to process the primary data. In order to collect primary data, a close ended structured survey questionnaire was prepared and distributed to the customers of Gift bottled water using non probability convenience sampling technique. The study was found that 78.8% of consumers were affected by bottled water advertisements, and 75.6 % of total respondents were advised to buy bottled water by advertisements. In order to measure the effect of advertising on consumers’ purchase intention, the source factor, the message factor, the appeal factor and the channel factor of advertising were considered. From the findings of this study, it was found out that the source factor, the message factor, appeal factor and channel of advertising have positive and significant effects of up to 70.6% on the consumers’ purchase intention followed by advertising message. The result further indicated that the advertising appeal factor has the highest positive and significant effect on consumers’ purchase intention. This implies that marketing managers of the company need to give more focus and due attention to all the four variables since they influence consumers’ purchase intention significantly.
The Effect of Media Advertising on Consumers’ Buying Behavior in the Banking Service (The Case of Oromia International Bank S.C.)
(Addis Ababa University, 2014-05) Daba, Melkamu; Mebrahtu, Kahsu (Assistant Professor)
In today’s globalized world, financial institutions are in a tough competition which requires effective promotional tools to increase awareness and persuasion of customers, where media advertising is among the important communications medium that has powerful effect on consumers’ behavior. The OIB doesn’t know how is its media ads influence its customers’ buying behavior. The objectives of this study were to analyze the effect of media advertising on consumers’ buying behavior in the banking service: the case of Oromia International Bank S.C. (OIB), and to examine the factors that motivate consumers to respond to media advertising. The sample populations of the study were the five branches of Oromia International Bank in Addis Ababa City Administration randomly selected by using simple random sampling. Quantitative research approach and probability sampling method (simple random sampling) had been adopted in selecting a sample size of 384 by applying published tables. Data were collected using structured questionnaire and analyzed using SPSS 16 and descriptive research design was used. The results of the study revealed that media ads were the most important sources of information; and the types of media ads (broadcast & print media ads) and the objectives of media ad messages have significant effect on consumers’ buying behavior. The findings showed that TV has the most powerful influence on consumers’ buying behavior due to the combinations of audio-visual presentations. The informative ads, perception about the bank, the color of the logo and the brand name were the imperative factors that motivated consumers to respond to OIB’s media ads. Most of the respondents were searching for alternative banks rather than OIB due to its narrower geographical coverage and the presence of computing alternative banks.
Effect of Promotion mix strategies on profitability:The case study on Commercial Bank of Ethiopia
(2018-05-19) Teklay, Nigusse; Belayneh, Temesgen (PhD)
Ethiopia’s financial services industry is one of the least developed in the region. They are confined in small area and compete over the same customers with limited services. Survey shows that only 43.5 % of urban and 53.6 % of Addis Ababa population had bank accounts. The purpose of this study is to determine the effect of Promotion mix strategies on the profitability of Commercial Bank of Ethiopia. A quantitative and qualitative research approach was applied to collect data from employees and customers in the CBE. The target population of the study was CBE employees and customers who are found in Addis Ababa. Systematic Simple random sampling technique was employed and sample sizes of 378 employees and 384 customers were selected. To accomplish this, a questionnaire survey was conducted by taking the most important promotion mix elements that were identified by several researchers from literature. For the sake of achieving the objectives of this study, questionnaires were analyzed using descriptive and inferential analyses with the help of SPSS version 20 statistical software program. Pearson correlation and multiple linear regression analysis were done to test the relationship between promotion mix elements and profit. The study reveals that all promotion mix elements such as advertising, sales promotion. Personal selling, public relations and publicity, and direct marketing have significantly and positively effects on CBE profitability. But according to the employees’ response direct marketing has no effect on profitability of CBE. The result confirms the hypothesized relationships in the research model. Therefore managers and policy makers in the bank should give outstanding attention to profound promotion strategies and practices.
Effect of promotion mix strategy on Market Growth A Case Study on Berhan Bank
(Addis Ababa University, 2020-06) Bahiru, Fitalew; Mesfin, Tewodros (PhD)
This particular paper examines the effect of the relationship between the bank’s promotional strategies and its market growth and seeks to determine the importance of promotional mix strategies in explaining the bank’s market growth. The studies location was in Addis Ababa where half of the bank’s branch, staff and the head office is located. Any organization whether it is small, medium or big, without a competitive promotion mix strategy would not go far or cannot survive in the industry. In this particular study which is focused on Berhan Bank, the researcher aimed to know the effect of promotion mix strategies giving due attention for the first three mixes elements (advertising, personal selling and sales promotion) on the market growth of the bank. Both quantitative and qualitative approaches have been undertaken for the sake of the data collection. Primary and secondary data were collected and convenience-sampling method has been applied. A total of 127 questionnaire for the ten branches of Berhan Bank staff were distributed and 122 were received through e:mail and personal approach due to the pandemic COVID-19 situation which was started in Wuhan City china, in December 2020 and messing the world like never before. An application software named SPSS version 24 was successfully applied for the effect of a statistically proven data analysis and interpretation. Based on the regression analysis and correlation applied, all the null hypothesis are rejected accepting the alternative hypothesis were found statistically significant for the market growth of Berhan Bank. Most importantly, according to the employees’ response advertising has the highest effect on market growth. For the benefit of Berhan Bank, the researcher has given recommendations based on the findings for the marketing and corporate communication department, which is highly, and the primary responsible body concerning marketing issues so that they could work better for the market growth of their bank
Effects Of Integrated Marketing Communication Programs On Performance Of Insurance Business (The Case Of Ethiopian Insurance Corporation)
(Addis Ababa University, 2017-06-16) Dawed, Mohammed; Belayneh, Temesgen (PhD)
The study was designed to understand the effect of integrated marketing communication programs on the performance of the Ethiopian insurance industry by undertaking a case study on the leading insurer in the industry, the Ethiopian Insurance Corporation. Specifically, the effect of specific integrated marketing communication tools advertising, sales promotion, direct marketing and personal selling activities on performance of the Corporation. Descriptive and causal research designs are used for the investigation. The target population was 264 respondents comprising of 89 managerial and 175 non managerial staff working at the operational level. Stratified proportionate random sampling technique was used. The researcher used primary data for this study and collected using questionnaires complemented with triangulation of secondary data. Descriptive statistics includes mean, frequency, standard deviation and percentages to profile sample characteristics and major patterns emerging from the data. While in order understand the cause and effect of the independent and dependent variables, a multivariate regression model were applied to determine the relative importance of each of the four variables with respect to performance of the Corporation. The study found that advertising and sales promotions practiced by EIC though have positive relationship with performance but failed to register significant contribution. On the other hand direct marketing activities and personal selling influenced the company performance positively as well as significantly. The regression analysis shows an increase in a unit of increase in direct marketing and personal selling activities overall performance of the Corporation by 0.165 and 0.296 units. The study found that the trend new policy issuance and profitability have improved while gross written premium remain constant and market share and policy retention rate has been declining over the years. This study has recommended the exploitation of direct marketing and personal selling activities more in order to enhance performance. It further recommends that further study should be done in understanding the effect of advertising and sales promotion activities in depth in order to enhance their contribution to performance of insurance companies. Another study needs to be done with an aim of investigating the effectiveness of integrated marketing communication tools in relative to investment of such activities and also the industry performance considering the private insurance companies as well. In depth analysis of advertisement and sales promotion are also points to consider for further investigation.
The Effects Of Television Advertisements On Consumers Buying Decision In The Packaged Foods Industry
(Addis Ababa University, 2019-06) Ermyas, Saba; Mesfin, Tewodros (PhD)
Advertisement plays a major role in building, creating and sustaining brands. It helps marketers in persuading, informing and reminding both potential and existing customers towards making a purchase decision. It contributes in shaping dreams and aspirations of consumers and helps them make conscious product and brand decisions. This study aims to explore the effects of advertising on consumers purchasing decision of packaged-foods in Addis Ababa. The research adopted deductive research approach and quantitate research methods. 384 close ended questionnaires were distributed to consumers of supermarkets in Addis Ababa out of which 331 questionnaires were collected and analysed. The respondents were selected using simple random sampling. Questionnaires were distributed to walk-in consumers on a random basis giving all consumers of the supermarkets equal chance of being selected. The data were analysed using descriptive statistics (frequency, percentage) and inferential statistics like correlation and multiple regression with the help of SPSS version 20.0. The findings revealed that there are positive and significant relationships between characteristics of advertising messages, source of advertisement, media used for advertising and purchasing decision. Among media used for advertising, television is the most powerful media in influencing purchasing decision. Moreover, the finding indicated 45.4% of purchasing decision is explained by advertising. Finally, this study recommends actions for companies in tailoring their advertising strategies to stand out of the intense competition in the market for an increased sales volume and market share and earn good value for money.
Impact of Advertising on Brand Equity: the case of Ethiopian Soap and Detergent Industry
(Addis Ababa University, 2017-06-23) Abebe, Martha; Workineh, Mesfin (PhD)
This study was carried out with the intention of examining the Impact of advertising on brand equity. The study focuses on the Ethiopian soap and detergent Industry. It attempts to find out the impact of this selected marketing mix element on brand awareness, perceived quality, brand association, and brand loyalty dimensions of the which intern affect overall brand equity. For this study, accessible populations of 384 were selected but 366 valid responses were collected. A structured questionnaire was used to collect data form respondents by using a self-administered data collection system. Data analysis mainly took place in AMOS 20.0 and SPSS 20.0 through Structural Equation Modeling (SEM) to test hypothesized relationships. The study found out that advertising affects brand equity through the four brand equity dimensions. Having the brand equity dimensions as mediating factors, advertising has a positive effect on the dimensions of brand equity but only brand awareness and association had a positive effect on brand equity. While brand loyalty and perceived quality showed a negative effect.
The Influence Of Promotional Mix On Brand Preference The Case Of Origin Mineral Water Company
(Addis Ababa University, 2019-06) Basha, Eman; Mesfin, Tewodros (PhD)
The main aim of this research was to understand the influence of Promotional mix on brand preference in case of Origin Natural Mineral Water Company in Ethiopia. This study provides an idea to the marketers and can be used as tools to assist them in pursuing their marketing objectives. Four elements of Promotional mix (Advertising ,sales promotion, personal selling and social media), have been kept in mind while doing the research. Questionnaires were used to collect primary data by using a self-administered data collection system from 384 respondents, out of which 352 valid questionnaires were collected and analyzed. The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics like correlation and multiple regressions. The finding shows that Promotional mix variables have a significance relationship with origin mineral water brand preference. Social media has the highest, positive and significant effect on origin mineral water brand preference followed by Personal selling and Sales promotion. This study therefore recommended appropriate actions for Origin Natural Mineral Water companies in refining their advertising strategies as a means of overcoming the intense competition that exist in the market, therefore, they can increase their costumers brand preference and market share. For future studies other Promotional mix tools like Public Relations and Direct Marketing should be also considered.
The Role of Advertising and Pricing in Building Brand Equity for New Brands: The Case of Walia Beer in Addis Ababa
(Addis Ababa University, 2015-05) Feleke, Kassahun; Zewdie, Shimelis (PhD)
This study was carried out with the intention of examining the role advertising and pricing play in building brand equity. The study focuses on a new beer brand; Walia and attempts to find out the impact of these two selected marketing mix elements on brand awareness, perceived quality, brand association, and brand loyalty dimensions of the beer brand which intern affects its overall brand equity. For this study, accessible population of 325 beer consumers who have tried Walia beer at least ones was conveniently selected. A structured questionnaire was used to collect data form respondents by using a self-administered data collection system. Data analysis mainly took place in AMOS 20.0 and SPSS 21.0 through Structural Equation Modeling (SEM) to test hypothesized causal relationships. The study found out that consumers’ perception of advertising spend by brands affects brand equity through the four brand equity dimensions. On the other hand, consumers Price perception was found to have no significant effect on both perceived quality and brand equity
The Role of Advertising in Building Brand Awareness and Loyalty :( In the Case of Habesha Beer
(Addis Ababa University, 2017-06) Amanu, Animut; Andualem, Getie (PhD)
The study aimed to empirically investigate the role of advertising in building brand awareness and loyalty on the case of habesha beer brand within addis abab selected star hotels. This study attempt to address research questions or problems that the central issue of beer industry is the problem of building its brand awareness and loyalty via advertising programs. It adopts deduction approach, quantitative method, descriptive and explanatory research design to answer the research questions. Accordingly 384 close ended questionnaires were distributed to consumers of habesha beer whose age is 18 years and above in Addis Ababa selected 10 hotels from star 1 to 5 through systematic sampling technique and distributed questioner from this hotels using convenient sampling technique. Out of this, 348 questioners were used for analysis with response rate of 91.4%. Analysis and interpretation of the data was conducted by using descriptive and inferential statistical tools with the help of SPSS version 20.0. Empirical findings of the study showed that, advertising has positively correlated and significant effect with brand loyalty, brand awareness and brand element. Moreover, the finding indicated 29.4% of brand loyalty, 16.5% brand awareness and 7.6% of brand element explained by advertising. The implications of the study was a need for building brand awareness and loyalty to attract consumers of the product to control large market share ,managements should focus on the importance of using advertising effectively and design its brand elements
The Role Of Advertising In Building Brand Awarness And Loyality: The Case Of Habesha Beer
(2017-06-14) Amanu, Animut; Workineh, Mesfin (PhD)
The study aimed to empirically investigate the role of advertising in building brand awareness and loyalty on the case of habesha beer brand within addis abab selected star hotels. This study attempt to address research questions or problems that the central issue of beer industry is the problem of building its brand awareness and loyalty via advertising programs. It adopts deduction approach, quantitative method, descriptive and explanatory research design to answer the research questions. Accordingly 384 close ended questionnaires were distributed to consumers of habesha beer whose age is 18 years and above in Addis Ababa selected 10 hotels from star 1 to 5 through systematic sampling technique and distributed questioner from this hotels using convenient sampling technique. Out of this, 348 questioners were used for analysis with response rate of 91.4%. Analysis and interpretation of the data was conducted by using descriptive and inferential statistical tools with the help of SPSS version 20.0. Empirical findings of the study showed that, advertising has positively correlated and significant effect with brand loyalty, brand awareness and brand element. Moreover, the finding indicated 29.4% of brand loyalty, 16.5% brand awareness and 7.6% of brand element explained by advertising. The implications of the study was a need for building brand awareness and loyalty to attract consumers of the product to control large market share ,managements should focus on the importance of using advertising effectively and design its brand elements
The Effect of IMC on Brand Image: In the Case of Canbebe Diaper
(Addis Ababa University, 2023-06) Eyerusalem Getye; Saleamlak Mola (PhD)
The study had looked at how IMC affect brand image in Canbebe Diaper. The purpose of this study is to determine the effect of IMC on brand image of Canbebe diaper in Addis Ababa. It is assessed by conducting survey questionnaires to Canbebe Diaper target consumers who were selected using convenience sampling. A quantitative method was used in this study because it helps in the collection of data from numerous participants that were analyzed (351 respondents) to generate robust and comprehensive results that represent the whole population. The data was collected using a survey questionnaire. A descriptive and explanatory study design supplement the procedures to meticulously edit, code, and encode the data using spread sheets, and analyses using SPSS V.26. The analysis' findings showed that customers of Canbebe diapers recognized advertising, sales promotion, and social media marketing as variables affecting the brand image. The findings of this study have confirmed the established association between Brand image and promotional instruments (Advertising, Sales promotion and Social Media) that has already been published in empirical literature. Advertising have been found to have a large positive association on brand image, with Sales promotion and Social Media Marketing having a somewhat lesser positive impact. The output of linear regression model identified statistically significant positive effects amongst drivers of brand image. The results showed that advertising, Sales Promotion, and Social media of IMC of Canbebe Diaper significantly influence the brand image of the diaper. The study offers some recommendations for the Canbebe diaper to strengthen its use of advertising, as consumers have demonstrated a keen interest in and are significantly affected by advertising activities. This will help to improve the brand image of Canbebe Diaper
The Effectiveness of Promotional Elements on Adoption of Interest-Free Banking: A Case Study on Zamzam Bank S.C,
(Addis Ababa University, 2023-07) Aymen Mohammed; Beza Libeyesus (PhD)
Interest-free Banking is a rapidly growing industry in Ethiopia, and as competition increases, the importance of effective promotion techniques becomes paramount. This research examines the effectiveness of promotional elements on the adoption of Interest-free banking services at the first fully-fledged IFB, Zamzam Bank. The objective was to understand the impact of advertising, public relations, direct marketing, and personal selling, on customer's adoption of Interest-Free banking. Using an explanatory research design, a total of 280 customers in 9 different districts of Zamzam participated in this study. Stratified probability sampling was used to select the distinct and convenient non-probability sampling was used for in the selection of the targets to collect primary data through self-administered questionnaires. The data were coded and analyzed with the help of SPSS 21.0. The findings showed that the overall promotional elements accounted for 58.7% variation in the overall adoption of Interest free banking. It is evidenced that all the elements of promotional elements activities had positive and statistically significant effects on the adoption of IFB. Specifically, public relation had relatively the highest effect on the adoption of IFB. However, direct marketing and personal selling had less effect on the adoption of IFB at Zamzam Bank. The study indicates that when these promotional elements are combined and complemented with each other, they can substantially enhance the adoption of IFB. The study further provides practical recommendations for the bank to enhance its promotional techniques to improve adoption rates
The Influence of Promotional Activities on Customer Attraction in Debub Global Banks.C.
(Addis Ababa University, 2023-06) Seifu Girma; Tewodros Mesfin (PhD)
In today's volatile and dynamic business world, where customers are very sensitive to changing their preferences with many service providers, Promotion plays a very important role in attracting customers.DGB must use promotional activities to attract customers in order to achieve long-term relationships in terms of productivity and ultimately survival. However, there are very few studies on the promotional activities and customer attraction in Ethiopian banking context. Therefore, this study investigated the influence of promotional activities on the customer attraction in the DGB.The study adopted a descriptive and explanatory research design. The target population was DGB customers of Addis Ababa city. 340 customers were sampled and structure questionnaire administered. In addition, proportion ate stratified and convenience sampling was applied. Data analysis was performed using descriptive statistics: mean, standard deviation. Pearson correlations were performed to test the relationship between advertising elements and customer attraction. A multiple regression model was constructed for the dependent variable (customer attraction) and four independent variables (i.e., advertising, sales promotion, personal selling, and direct marketing).SPSS version 26 was used for data analysis. As a result, the regression test showed that at a significance level of five percent, advertising and sales promotion have the greatest positive and significant influences on customer attraction, followed by direct marketing and personal selling. In conclusion, the researcher recommends, among other things, that management must continuously conduct surveys to evaluate the effectiveness of advertising, improve sales promotion practices, work to empower and build the capacity of sales staff, leverage social media, and incorporate user-friendly financial technologies to customize the product and service to make it more accessible to customers

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