Effect of Promotion mix strategies on profitability:The case study on Commercial Bank of Ethiopia
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | Teklay, Nigusse | |
| dc.date.accessioned | 2019-04-03T07:15:58Z | |
| dc.date.accessioned | 2023-11-04T14:07:48Z | |
| dc.date.available | 2019-04-03T07:15:58Z | |
| dc.date.available | 2023-11-04T14:07:48Z | |
| dc.date.issued | 2018-05-19 | |
| dc.description.abstract | Ethiopia’s financial services industry is one of the least developed in the region. They are confined in small area and compete over the same customers with limited services. Survey shows that only 43.5 % of urban and 53.6 % of Addis Ababa population had bank accounts. The purpose of this study is to determine the effect of Promotion mix strategies on the profitability of Commercial Bank of Ethiopia. A quantitative and qualitative research approach was applied to collect data from employees and customers in the CBE. The target population of the study was CBE employees and customers who are found in Addis Ababa. Systematic Simple random sampling technique was employed and sample sizes of 378 employees and 384 customers were selected. To accomplish this, a questionnaire survey was conducted by taking the most important promotion mix elements that were identified by several researchers from literature. For the sake of achieving the objectives of this study, questionnaires were analyzed using descriptive and inferential analyses with the help of SPSS version 20 statistical software program. Pearson correlation and multiple linear regression analysis were done to test the relationship between promotion mix elements and profit. The study reveals that all promotion mix elements such as advertising, sales promotion. Personal selling, public relations and publicity, and direct marketing have significantly and positively effects on CBE profitability. But according to the employees’ response direct marketing has no effect on profitability of CBE. The result confirms the hypothesized relationships in the research model. Therefore managers and policy makers in the bank should give outstanding attention to profound promotion strategies and practices. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/17472 | |
| dc.language.iso | en_US | en_US |
| dc.subject | Advertising | en_US |
| dc.subject | Sales Promotion | en_US |
| dc.subject | Personal Selling | en_US |
| dc.title | Effect of Promotion mix strategies on profitability:The case study on Commercial Bank of Ethiopia | en_US |
| dc.type | Thesis | en_US |