The Effect of Event Marketing on Customers Purchase Intention The Case of MOHA Soft Drinks Industry Share Company
| dc.contributor.advisor | Negi, Rakshit (PhD) | |
| dc.contributor.author | Gabremaskel, Beza | |
| dc.date.accessioned | 2021-06-08T06:54:16Z | |
| dc.date.accessioned | 2023-11-04T14:10:47Z | |
| dc.date.available | 2021-06-08T06:54:16Z | |
| dc.date.available | 2023-11-04T14:10:47Z | |
| dc.date.issued | 2014-05 | |
| dc.description.abstract | The objective of this research paper is to provide a better understanding of how event marketing is used and to test weather event marketing has favorable disposition on purchase intention. In order to answer the questions non-probability sampling specifically purposive sampling technique was used. Both quantitative and qualitative methods were used. Questionnaires distributed to 90 customers and interview conducted with the marketing manager of the company. The questionnaire aimed to test weather event marketing has favorable disposition on purchase intention while the interview questions aimed to answer about objective, selection, evaluation and advantages and disadvantages of event marketing. The results revealed that event marketing has favorable disposition on purchase intention (inquire about the company, considering purchase and actual purchase) since it allows customers to have an experience and creates impulses to act and with regards to the objectives of using event marketing strengthening the existing image, identifying the company and brand/ product with the target audience and achieving media coverage are very important. When it comes to selection of events, companies use different criterions to select a specific event. The advantage of using event marketing is it offers interaction which results in generating awareness and influencing image. The major disadvantage is lack of standardized solution and the difficulty to measure the effectiveness. Based on the findings the major recommendations are that companies should have clear objectives, use event marketing with other promotional tools, should develop their own methods to measure the effectiveness of the events and the company should create unique and entertaining events so that the customers have positive experience which increases their purchase intention | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26739 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | event marketing | en_US |
| dc.subject | purchase intention | en_US |
| dc.subject | customers | en_US |
| dc.title | The Effect of Event Marketing on Customers Purchase Intention The Case of MOHA Soft Drinks Industry Share Company | en_US |
| dc.type | Thesis | en_US |