Marketing Practice and It’s Effect on Sales (A Case Study of National Lottery Administration
| dc.contributor.advisor | Anteneh, Salehu(Dr.) | |
| dc.contributor.author | Degaga, Abaineh | |
| dc.date.accessioned | 2021-06-02T07:47:53Z | |
| dc.date.accessioned | 2023-11-04T09:36:40Z | |
| dc.date.available | 2021-06-02T07:47:53Z | |
| dc.date.available | 2023-11-04T09:36:40Z | |
| dc.date.issued | 2008-06 | |
| dc.description.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. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/26634 | |
| dc.language.iso | en | en_US |
| dc.publisher | A.A.U | en_US |
| dc.subject | Marketing Practice | en_US |
| dc.subject | National Lottery Administration | en_US |
| dc.title | Marketing Practice and It’s Effect on Sales (A Case Study of National Lottery Administration | en_US |
| dc.type | Thesis | en_US |