Kebede, Hailemariam (PhD)Tesfaye, Elias2019-11-062023-11-042019-11-062023-11-042019-06http://etd.aau.edu.et/handle/123456789/19924The purpose of this study was to examine the effect of sales promotion on sales volume of St. George Beer which is one of BGI Ethiopia Beer brands. The researcher found out various ways through which the company employed sales promotion to raise sales volume of its product, stimulate and arouse customers and dealers favorable behavior towards the company and its brand. This study showed the relationship between sales promotion effect and sales volume of St. George Beer. For the study, empirical data was gathered from 255 respondents using self-administered questionnaire and analyzed using correlation and regression analysis to examine the relationship between variables. The study also used mixed approach since both quantitative and qualitative data were gathered. The findings of the study revealed that all the independent variables influence the dependent variable, sales volume positively and significantly. Based on the objective of the study, four hypotheses were formulated and tested and the result showed all were supported. The populations of the study were channel distributers of the company’s product at large and selected employees of the company itself. Taro Yamane formula was used to determine the sample size. The researcher made use of both primary and secondary data, structured questionnaire and personal interviews were used to elicit data from the respondents. Simple tables and percentage were used to analyze the collected data. Based on the analysis, the sales promotion message of BGI Ethiopia influence sales of the product, and dealers confirmed that they sell more St. George Beer during promotional periods. The researcher recommended that the company should maintain and improve its sales promotion campaign and more sales promotional activities should be integrated with other promotional tools. In conclusion, the promotional activities on St. George beer influence channel distributers/customers to sale more of the brand and hence the sales volume increases as well.en-USPromotionsales volumesales promotionThesis