Effect Of In-Store Promotions On Brand Awareness- The Case Of Bajaj & Tvs Motorcycle In Ethiopia
| dc.contributor.advisor | Andualem, Getie (PhD) | |
| dc.contributor.author | Taffese, Dereje | |
| dc.date.accessioned | 2019-11-06T09:30:12Z | |
| dc.date.accessioned | 2023-11-04T14:08:04Z | |
| dc.date.available | 2019-11-06T09:30:12Z | |
| dc.date.available | 2023-11-04T14:08:04Z | |
| dc.date.issued | 2019-06 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/19920 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | In-store promotion | en_US |
| dc.subject | brand awareness | en_US |
| dc.subject | store design | en_US |
| dc.title | Effect Of In-Store Promotions On Brand Awareness- The Case Of Bajaj & Tvs Motorcycle In Ethiopia | en_US |
| dc.type | Thesis | en_US |