THE EFFECT OF PROMOTION STRATEGY ON SALES VOLUME: THE CASE OF GONDAR DASHEN BREWERY FACTORY A RESEARCH THESIS

Abstract

The objective of the study was to explain the effect of promotion strategy on sales volume of Gondar Dashen Brewery factory. The research followed quantitative research approach. The research used both explanatory and descriptive research designs. The target population of the study was 853 populations who are working currently in Gondar Dashen brewery factory experience of using different elements of promotion mix. To address the research objectives primary data is collected from 272 as a sample size through convenience sampling technique. To address the research objectives both primary and secondary sources of data has been used. A closed ended questionnaire is the primary instrument is used for data collection in this study. The reliability of the questionnaire was tested by using Cronbach’s Alpha model. The researcher was used descriptive statistics (Mean and Standard Deviation), regression analysis and correlation analysis through SPSS (version 23:00). The findings of the study have showed that the promotional mix components namely sales promotion, publicity and personal selling had a significant and positive relationship with sales volume in Gondar Dashen brewery factory. .