Retailers' Perceptions on the Marketing Practice of A Brewery Company (Dashen S.C)
No Thumbnail Available
Date
2011-04
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The main purpose of the study was to assess the retailer s ' perceptions on the
marketing practice of Dashen brewery. A descriptive research design was
employed. The study populations were 119 retailers who are found in Gondar
city. The data were collected through questionnaire and interview and analyzed
using descriptive statistics which are percentage, frequency and mean. The
result of the study depicted that the brewery product strategies were at a good
status in terms of its beer quality attributes, brand name, packaging, and
labeling. But the bottle size was not sufficient .Regarding to pricing strategy of
the brewery; retailers were not comfortable in terms of, afford ability, discount,
proportionality, and turnover. Related to the promotional strategies, although the
message was not attractive and updated the brewery was good at in using
different media. On the other hand, the sales promotion efforts and the sales
person approaches were not attractive. Except on time de livery of the product,
the brewery distribution strategy were good at in delivering the product up to the
door of its retailer's, transportation facility, and absence of product damages.
Hence it is recommended that, the brewery needs to relook its marketing
practices in terms of, bottle size improvement, pricing setting methods, message
production adjustments, and on time delivery of the product.
Description
Keywords
Marketing Practice