Belayneh, Temesgen (PhD)Yimer, Abubeker2021-05-062023-11-042021-05-062023-11-042017-06http://etd.aau.edu.et/handle/123456789/26343The main purpose of this study was to assess on the effect of sales promotion of Fast Moving Consumer Goods on consumer trial purchase behavior on the case of Uniliever Ethiopia. The researcher employed Questionnaire survey approach in a place where Unilever Ethiopia products are distributed to see the attitude of the customers that uses Unilever Ethiopia products. The researcher took 384 sample respondents from ten sub cities of Addis Ababa and the sample is distributed to each sub city depending on the size of the population. The data analysis was conducted through statistical techniques such as descriptive statistics, correlations and multiple linear regressions by using SPSS version 20. The finding indicates that the effect of sales promotion on consumer trial purchase is practical and highly affected by the tools (Coupons,free sample, price discount and Point of purchase) used to promote the sales. From the sales promotion tools price discount is observed as the highest effect on trial purchase of products of Unilever Ethiopia. The results indicated that all the dimensions had a positive correlation with service quality and also the regression analysis indicated the coupon is dominant from among the four tools of sales promotion selected for this study. The finding of this study is important to help marketing managers of Unilever Ethiopia to focus their attention on the tools of sales promotion provided to their customers that may result in increasing sales and revenue and gaining highly satisfied customeren-USSales PromotionFast moving Consumer goodConsumer trial purchaseThesis