THE EFFECT OF SALES PROMOTION ON SALES PERFORMANCE: THE CASE OF HEINEKEN BREWERIES S.C. ETHIOPIA

Abstract

Sales promotion is a marketing strategy which has been studied for years and has become a crucial factor in modern marketing. This research paper investigates the effect of sales promotion on sales performance of Heineken Breweries S.C. Ethiopia. The study was guided by the following specific objectives: to find out the effect of sales promotion on the sales performance on Heineken Breweries S.C Ethiopia. Structured questionnaire was used to collect data from seventy three (73) respondents from the company’s sales department and its agents through purposive sampling method. Descriptive statistics, correlation and multiple regression was used to analyze data. Statistical Package for Social Sciences (SPSS 20) software was used to analyze the data. Result shown that sales promotion dimensions such as price discount, buy one get one free and were joint predictors of sales volume . The predictor variables jointly explained 37% of the variance of sales volume, while the remaining 63% could be due to the effect of extraneous variables such as pricing, brand name, product quality etc. All the independent variables are positively and directly related to dependent variable particularly in Heineken Breweries S.C Ethiopia the findings have been summarized systematically answer the research questions and objectives. It was concluded that management of the company should increase budget on sales promotion dimensions and also set up more and effective sales promotion activities which could address customers and consumers to meet the stated objectives.