Tefera, Belaynesh (PhD)Kemal, Mukerem2019-11-072023-11-042019-11-072023-11-042019-06http://etd.aau.edu.et/handle/123456789/19993The objective of this research paper is to provide a better understanding of how event marketing is implemented and to test the influence of favorable disposition toward events on customer purchase behavior. In order to answer the questions non-probability sampling specifically purposive sampling technique was used. Both quantitative and qualitative methods were used. But it was more qualitative nature. Closed ended questions distributed to 384 customers and open ended question to the marketing manager and personnel‘s of the company. The closed ended question aimed to test the influence of favorable disposition toward events on customer purchase behavior while the open ended questions aimed to answer about objective, selection, evaluation and advantages and disadvantages of event marketing. The results revealed that favorable disposition toward events have positive and significant relationship on customer purchase behavior since it allows customers to have an experience and creates impulses to act and with regards to the objectives of using event marketing strengthening the existing image, identifying the company and brand/ product with the target audience and achieving media coverage are very important. When it comes to selection of events, companies use different criteria to select a specific event. The advantage of using event marketing is offering interaction which results in generating awareness and influencing image. The major disadvantage was lack of standardized solution and the difficulty to measure the effectiveness. Based on the findings the major recommendations were, the company should have clear objectives, use event marketing with other promotional tools, should develop their own methods to measure the effectiveness of the events and the company should create unique and entertaining events so that the customers have favorable disposition and positive experience which increases their purchase behavior.en-USEvent MarketingFavorable DispositionPurchase BehaviorThesis