FACTORS AFFECTING SALES PERFORMANCE OF HEINEKEN IN ETHIOPIA

Abstract

This study had examined factors affect sales performance of Heineken beer in Ethiopia. Primary data were collected using questionnaires from the outlet owners to find out the factors behind the Sales performance of Heineken beer and then collected from 357 respondents consisting of the outlet owners who were chosen using a combination of cluster and simple random methods. The data collected were carefully edited, coded, encoded using spreadsheet, and analyzed by using SPSS version 23. The results of the analyses revealed that product quality, Product price, Route to market (RTM), Sales promotion and competitor’s reaction were identified by the outlet owners as key factors determining the sales performance of Heineken beer. In accordance with existing empirical literature the results of the present study have supported the established relationship between sales performance of Heineken beer and factors. The result of the regression analysis showed that the identified factors (product quality, Product price, Route to market (RTM), Sales promotion and competitor’s reaction) have significant relationship with sales performance of Heineken beer. According to their respective magnitude, Sales promotion have the strongest positive relationship and RTM have relatively lower positive impact on sales performance of Heineken beer. Competitor’s reaction is the only factor with a negative relationship with the sales performance of Heineken beer. With these findings, the study provides many implications to boost the sales performance of Heineken beer