Assessment of the Effects of Advertising on Sales Performance of Dashen Brewery S.C in Gondar

Abstract

Every organization in the market has its own advertising objective, increase market share and sales, and build solid customer relations. The objective of the study was to determine the influence of advertising on organizational performance of fast-moving consumer goods in the brewery industry in the case of Dashen Brewery. The research design adopted was cross sectional descriptive design. The population of the study comprised of the staff of Dashen brewery from the departments of marketing, sales, and distributors. The study used primary data which was collected using self-administered questionnaires. The data collected was analyzed using statistical package for social sciences and presented in tables. The study found out that advertisement helps the companies create awareness among customers for their products and services but also serves as a useful vehicle in promoting brand image of products and services offered at the target market. The study established that advertising in the case of Dashen brewery enables it to create good image and promote the reiterate purchase of its products create large market segment which leads to the development of larger market share, maintain superior stand in the industry, establish good relationship with potential customers and reduce consumer dissonance. The study further established that advertising helps Dashen brewery creates awareness, appeal, creation of standards through competition, conviction; minimize hindrances between the organization and customers. Advertising influences the sales performance as it enables the company to enhance the purchase of organizational products by the consumer, increase volume of sales, increase the profits of the organization and enhance the organization relationship with its customers.