Evaluating the Influence of Direct Marketing on Sales Performance: The Case of Puratos Ethiopia Food Industry S.C.
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Date
2025-01-10
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A.A,U
Abstract
This study examines the influence of direct marketing tools on sales performance at PURATOS
Ethiopia Food Industry S.C., a subsidiary of the global PURATOS Group. In an increasingly
competitive business environment, direct marketing has emerged as a critical strategy for fostering
customer engagement and driving sales growth. The research addresses five key questions: (1) the
direct marketing tools used by PURATOS Ethiopia, (2) customer responses to these approaches,
(3) the impact of direct marketing on sales performance, (4) challenges in implementing direct
marketing, and (5) customer satisfaction with marketing communications.
A mixed-methods approach was employed, utilizing surveys to gather data from customers and
employees. The findings reveal that PURATOS Ethiopia employs a variety of direct marketing
tools, including personalized communications and targeted campaigns, which are moderately
effective in engaging customers. Customers appreciate the diversity of marketing methods, with a
mean score of 3.52, but indicate room for improvement in communication clarity (mean of 2.98)
and personalization (mean of 3.17). Direct marketing positively influences purchasing behavior,
with a grand mean of 3.27, and significantly impacts customer loyalty (mean of 3.36) and brand
preference over competitors (mean of 3.62).
However, challenges such as customer comprehension of marketing messages (mean of 3.59) and
limited personalization (mean of 2.40) were identified. Regression analysis confirms a strong
positive relationship between direct marketing tools and sales performance, explaining 57.5% of
the variance in sales outcomes. Employees highlighted the need for innovative approaches to
enhance adaptability and personalization in marketing strategies.
In conclusion, direct marketing tools have a significant positive impact on PURATOS Ethiopia’s
sales performance, but improvements in communication effectiveness and personalization are
needed to maximize customer satisfaction and loyalty. Recommendations include simplifying
marketing messages, tailoring strategies to specific customer needs, and exploring new marketing
channels to address existing challenges. These insights provide valuable guidance for PURATOS
Ethiopia and other businesses in the Ethiopian food industry seeking to optimize their direct
marketing efforts.