| Abstract: | This study aimed to the purpose of the study was to examine the effect of MC practices(sales
promotion , direct marketing, advertisement, public relation and personal selling) on the
business performance among pharmaceutical companies in Addis Ababa. To realize the study
objective, the study adopted research design with quantitative research approach. Selfadministered questionnaires were used to collect the data. Descriptive and inferential statistics
were used in data analysis. The findings of the study revealed that, among MC tools, public
relations and sales promotion were highly practiced by used by pharmaceutical companies while
advertisement (grand mean value of 2.5) was practiced to a lesser extent. Moreover, there is
moderate level of business performance among companies. Furthermore, the results of
regression analysis showed that all MC practices except advertising have caused a statistically
significant positive effect on business performance where the highest effect resulted from public
relations (β=0.363, p<0.05) and the lowest effect from advertising (β=0.0379, p=0.298).
Therefore, the pharmaceutical companies in Addis Ababa should give due emphasis for sales
promotion, personal selling, direct marketing and public relations in order to boost their
business performance. |
