The Effectiveness of Sales Promotion Tools on Purchase Decision of Consumers: The Case of Walia beer
| dc.contributor.advisor | Negi, Rakshit (PhD) | |
| dc.contributor.author | Ketema, Eyerusalem | |
| dc.date.accessioned | 2021-05-10T08:21:59Z | |
| dc.date.accessioned | 2023-11-04T14:09:59Z | |
| dc.date.available | 2021-05-10T08:21:59Z | |
| dc.date.available | 2023-11-04T14:09:59Z | |
| dc.date.issued | 2017-06 | |
| dc.description.abstract | In the emerging business scenario various promotional Tools are used by the marketer for influencing the purchase decision of consumers. Sales promotion, is a key element of promotional mix, it has been widely used to sustain competitive advantage, increase sales and stimulate consumer purchase decision and it is becoming a valuable tool for marketers to influence purchase decision. Through this study, an effort has been made to evaluate the effectiveness of various sales promotion tools in inducing purchase decision of consumers. For conducting the research Survey method was used to collect the data from Walia beer users residing in Addis Ababa. A sample of 267 was studied by applying descriptive and inferential statistics techniques. Specifically, the data were analyzed using correlation analysis and all the proposed hypotheses were tested by using multiple regression technique. The result shows that among the four sales promotion tools: point of sale materials, price discount and buy one and get one free are the most effective variables for inducing consumer purchase decision respectively. Whereas under the crown prize is the least effective in inducing purchase decision of consumers. The results of this study would help the managers of Heineken company in selecting the types of promotion that greatly influence the purchase decision of the consumers. Hence, this could help them become more competitive and gain more profit | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26388 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Sales promotion | en_US |
| dc.subject | purchase decision | en_US |
| dc.subject | point of sale materials | en_US |
| dc.title | The Effectiveness of Sales Promotion Tools on Purchase Decision of Consumers: The Case of Walia beer | en_US |
| dc.type | Thesis | en_US |