Effect Of In-Store Promotions On Brand Awareness- The Case Of Bajaj & Tvs Motorcycle In Ethiopia
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Date
2019-06
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Addis Ababa University
Abstract
Aimed to measure the effect of in-store promotion on brand awareness of motorcycle market in
Ethiopia with specific emphasis to Bajaj and TVS brands, using the M-R theory of S-O-R, and
Baker et al., (2002) model, the study was conducted to measure the two basic dimensions- store
design dimensions (store decoration, store product assortment, store feature area, store light &
color, and store social/talent dimensions (store employee appearance, and store employee
professionalability)using quantitative approach of explanatory research design implemented to
show the causal links between constructs taking sample of 384 respondents who either deal,
retail, or bought, or own Bajaj and/or TVS motorcycle brands selected on nonprobability
purposive sampling technique. Data were collected using structured survey questionnaire
designed to measure the extent of influence exhibited in the minds of the respondents as to each
of the constructs/variables is concerned and their level of brand awareness resulted from these
in-store promotions. A total of 422 questionnaires were distributed, out of which 384
questionnaires with no missing spaces and inconsistencies were selected for the analysis. From
the demographic analysis of respondents, store design cue has got 55.5% to be used as
environmental cue to locate the motorcycle stores followed by 42.7% for store social/talent. The
store atmospheric cue showed almost negligible result which may be attributed to the nature of
the product being high value good. Moderate and strong correlation of variables was found
which are all significant at a 0.01 level of significance.
Multiple linear regression analysis of the data collected showed only store decoration, store
feature area, and store light & color have shown positive significant relationship with the
dependent variable, store brand awareness. Store feature area was found the most influential
predictor of brand awareness, the least insignificant being store employee professionalability.
Therefore, heavy investment on the in-store promotion related to store feature area can result in
increased brand awareness of motorcycle market in Ethiopia.
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Keywords
In-store promotion, brand awareness, store design