DIGITAL MARKETING PRACTICE IN PROMOTING ALCOHOL DRINKS AND PROHIBITON EFFECT ON CONSUMER BRAND AWARNESS (THECASE OF BGI ETHIOPIA)

Abstract

This study was undertaken to investigate the digital marketing practice in promoting alcohol drinks & prohibition of Broadcast, Printing media & outdoor advertisement effect on consumer brand awareness in case of BGI Ethiopia. This study was based on both primary and secondary data. To collect the primary data from the consumer of the company, questionnaire has been employed. In addition to this, an interview was conducted face-to-face and questions were asked to marketing department of BGI Ethiopia. To determine the sampling technique of this study, non-probability sampling techniques was used. The target respondent was the respondent that consumes the products. The research analyzed the collected data by using descriptive statics and inferential analysis. SPSS version 20 software was employed to analyze the collected data through the statistical tools used in this study. The research findings indicate the ban advertising of alcohol drinks affect the consumer brand awareness of BGI Ethiopia. Therefore this research recommends using digital marketing effectively mostly social media and YouTube. The study concludes that the ban of promotion alcohol drinks affects the brand awareness of the consumers. This implies that marketing managers need to give more emphasis and due attention to digital marketing practices variables since they influenced by the prohibition of promotion of alcohol drinks, so that the company could create brand awareness and increase its market share and also stay in the market competitively.