The Influence Of Integrated Marketing Communication On Brand Prefrence: The Case Of Coca-Cola Ethiopia
| dc.contributor.advisor | Mesfin, Tewodros (PhD) | |
| dc.contributor.author | Seid, Wasihun | |
| dc.date.accessioned | 2018-10-25T06:11:01Z | |
| dc.date.accessioned | 2023-11-04T14:13:02Z | |
| dc.date.available | 2018-10-25T06:11:01Z | |
| dc.date.available | 2023-11-04T14:13:02Z | |
| dc.date.issued | 2017-06-08 | |
| dc.description.abstract | The main aim of this research was to understand the influence of integrated marketing communication on brand preference in case of Coca-Cola in Ethiopia. Five elements of integrated marketing communication as determinants of band preference: advertising, sales promotion, personal selling, direct marketing, publicity and public relation have been kept in mind while doing this research. The study used both qualitative and quantitative techniques in which 385 respondents from Addis Ababa were included. In this study, structured questionnaire for consumers of Coca-Cola were identified through simple random sampling. The researcher used person correlation and regression analysis to analyze the data. The result of the study shows that integrated marketing communication has a favorable influence on brand preference of Coca-cola since it allows customers to have awareness about the brand and built a positive attitude as well. Based on the findings the major recommendations are: Coca-cola need to analyze the changing preferences of consumers and act as per this change while formulating and implementing IMC practices, Coca-Cola’s IMC practices should be research based and advertising has to be use both national and mother tang language of nationalities in order to advertise the products through the most potent media and by credible sources | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/13170 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | marketing communication | en_US |
| dc.subject | marketing, publicity | en_US |
| dc.subject | random sampling | en_US |
| dc.title | The Influence Of Integrated Marketing Communication On Brand Prefrence: The Case Of Coca-Cola Ethiopia | en_US |
| dc.type | Thesis | en_US |