THE EFFECT OF PROMOTION MIX ELEMENTS ON CONSUMER PURCHASE DECISION: THE CASE OF NOAH REAL ESTATE ADDIS ABABA

Abstract

This study aims to evaluate the effect of promotional mix practice on consumer purchase decision, in the case of Noah real estate plc, Addis Ababa Ethiopi,.the study is guided by a conceptual framework that integrates theoretical perspectives on consumer behavior and marketing strategies. The research methodology involves obtaining data from customers of the real estate, using a quantitative research approach and by analyzing primary data collected from participants, the research explores the relationship between promotional strategies and consumer purchase decisions. In conclusion, the study revealed valuable insights into the impact of promotional mix elements on consumer purchase decisions. The findings underscore the significance of advertising, public relations, sales promotion, and personal selling, in influencing consumer buying behavior in the real estate sector. Despite limitations such as sample size constraints and potential response biases, the study provides a comprehensive understanding of how promotional strategies can shape customer choices. Moving forward, Noah Real Estate can leverage these insights to enhance its promotional efforts, engage with customers through social media and e-marketing, and tailor marketing strategies to meet evolving customer demands.