The Effect of Event Marketing on the Perceived Marketing Performance of Habesha Breweries S.C.
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Date
2016-06
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Addis Ababa University
Abstract
The purpose of this study was to examine the Effect of Event Marketing on the Marketing Performance of Habesha Breweries S.C. The study was included 385 respondents that were composed of 3 event hold in three different places in Addis Ababa. Out of which only 330 respondents’ returned properly which meant 85 percent coverage of total respondents from the events. It was indicated in descriptive analyses as event marketing offered great communication opportunities for companies in the increasing media coverage and hard competition and customer satisfaction. The correlation analysis illustrated the relation between event marketing and perceived marketing performance is strongly correlated. The regression analysis showed the ANOVA test as F value of 1037.135 and significant at 0.000 level; 90.4% of the variance (R-Square) in event objective, event selection and opportunity and threat are significant effect on marketing performance and the model adopted appropriately measure the construct. It was concluded that the event marketing factors of event objective, event selection and opportunity and threat will affect the perceived marketing performance. The company should continuously attempt to co-ordinate the communication around a created or sponsored event as of going practices with an activity that gathers the target group in time and space; a meeting in which an experience is created and a message communicated
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Keywords
Marketing Performance, customer satisfaction, event marketing