The Effect of Marketing Communication Techniques on the Sales Performance: The Case of TotalEnergies Retailers in Addis Ababa
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Date
2022-06
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Addis Ababa University
Abstract
The main target of the research was to measure and determine the effect of marketing communication techniques (MCT) on sales performance by Taking TotalEnergies Marketing Ethiopia S.C lubricant resellers as a case study. The five tools of MCT are advertisement, sales promotion, personal selling, direct marketing and public relation. All the variables have positive and significant effect on the sales performance of TotalEnergies Marketing Ethiopia S.C’s lubricant resellers. When it comes to the magnitude or the strength of the effect of the MCT on the sales performance of the firm the highest significance value is recorded by personal selling and the lowest is for public relations. The firm also doing its best to fulfil its corporate social responsibilities as a public relation activity but there is a gap in letting the public know about the firm’s public relation efforts, so the company needs an extensive promotion of its public relation activities. The firm needs to maintain the effects of direct marketing and sales promotion since its effect on sales performance found to be significant and needs to incorporate other technics sales promotion and direct marketing activities to boost the sales performance. Personal selling also has a significant effect on sales performance of the firm but still it needs much effort to improve its level of significance. To this end the study concluded that all five marketing communication techniques, have a positive and major effect on the firm's sales performance.
Keywords: Marketing Communication Techniques, Advertising, Sales Promotion, Direct Marketing, Personal Selling, Sales Performance