Marketing Practice and It’s Effect on Sales (A Case Study of National Lottery Administration
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Date
2008-06
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A.A.U
Abstract
This study is conducted with respect to the practice of marketing and its effect on sales,
particularly in light of lottery marketing. The major objective of the study was
investigating the marketing practice especially the marketing mix elements, that is,
product, price, promotion, and distribution in lottery marketing. To this end, 100
respondents are selected from Addis Ababa employing a mix of non probability
sampling known as convenience and judgmental/purposive sampling.
Accordingly, it is recognized that lottery is a product with which majority of the
respondents are highly familiar. Lottery purchase is undertaken occasionally by larger
proportion of the respondents as it is not a basic item which needs to be bought on
regular basis. Regular and instant lotteries are the ones with greater market demand.
The two main factors which hinder the purchase of lottery by respondents are the
assumption they hold about the likelihood of winning as very low and scarcity of
money. If the administration introduces new lottery types with more varieties of prizes,
it can realize higher sales volume as the sample customers exhibited their enthusiasm
towards lotteries with such features.
The price the administration charges for the different types of products it offers to the
market currently is rated to be fair by large number of respondents, but there are
respondents who strong ly believe the price need to be reduced so as to induce
customers to buy it more frequently. Through either price reduction or increment in the
current prize amount of lotteries, the administration can increase its sales volume.
Vendors playa crucial role in selling lotteries as majority of customers buy lottery being
influenced by their approach. Vendors serve as both salesperson and promotional
means. The administration distributes its products mainly through its own branches and
agents. Because vendors sell the items only at places like cafes and major road sides,
people who live inside main roads and in areas somewhat far from the central part of
Addis face problems of finding lottery easily in their environment.
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Keywords
Marketing Practice, National Lottery Administration