The Effect Of Sales Promotion On Consumer Buying Behavior: The Case Of Canbebe Diaper
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | H/michael, Afomia | |
| dc.date.accessioned | 2019-11-06T06:20:18Z | |
| dc.date.accessioned | 2023-11-04T14:08:00Z | |
| dc.date.available | 2019-11-06T06:20:18Z | |
| dc.date.available | 2023-11-04T14:08:00Z | |
| dc.date.issued | 2019-05 | |
| dc.description.abstract | The study had examined the effect of sales promotion on the customer buying behavior in the case of canbebe diaper. The sample populations of the study were customers of canbebe diaper users in Addis Ababa. Quantitative research approach been adopted in selecting a sample size of 385. primary data were collected using questionnaires from the customers of the product and then collected 371 responses, and descriptive and explanatory research design was used the data collected were carefully edited, coded, encoded using spread sheet and analyzed by using SPSS, The results of the analysis revealed that lottery, buy one get one free and premium were identified by the customers of canbebe diaper as factors determining their buying behavior, In accordance with existing empirical literature the results of the present study have supported the established relationship between buying behavior and sales promotion, The result of the study indicated that the identified factors (lottery, buy one get one free and premium)have significant relationship with customer buying behavior , according to their respective extent lottery system have the strongest positive relationship and buy one get one free have relatively lower positive effect on customer buying behavior of canbebe diaper following , premium type have slightly lower effect, With these findings the study provides many implications to increase the buying behavior of can bebe diaper by recommending that the company must strengthen the use of sales promotion as customers have shown great interest and are highly influenced by sales promotion activities | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/19877 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Sales promotion | en_US |
| dc.subject | Lottery | en_US |
| dc.subject | buy one get one free | en_US |
| dc.title | The Effect Of Sales Promotion On Consumer Buying Behavior: The Case Of Canbebe Diaper | en_US |
| dc.type | Thesis | en_US |