ASSESSMENT OF PROMOTIONAL PRACTICE: IN THE CASE OF HABESHA BREWERY SC

Abstract

In current competitive business situation, customers are being in mind as kings and always right in every aspects. Customers have several alternatives to make decisions among different products, and they exercise a high level of pressure in the market with respect to product size, quality and price. Hence, it is important for producers to meet the needs of customers in order to stay competitive. Even if Habehsa Brewery have long promotional practice, it is not vivid either it leads to success or only spend money. One of the marketing communication tools that is used in attracting the interest of the customer and build their loyalty is promotion. The objective of this paper therefore, is to determine the assessment of promotional practice in the case industry. For this, Simple random sampling methods was used to select a sample size of 267 from 800 population size, while descriptive analyzes were conducted with the help of SPSS software. Here, the study found that Producers spend a large part of their total marketing communication expenses on promotion; however, the effects of promotion doesn’t determine either increasing or decreasing sales volume of the case study. The paper also found that, promotion is so significant to tackle competitions and there is positive relationship between promotion and customer loyalty because, it was discovered that customers are more prone to switch to competing products as a result of promotion. There are also a number of recommendations given after results were found at the end of the analysis part of the paper. Among these, Habesha Brewerey sco,shuld be forwarded its message through different promotional medias with planed at the beginning, follow up at the process, evaluated after promotion is takes place and should take corrective action following customers reaction.