| Abstract: | Marketing communications are used by companies to build shared meaning with the
stakeholders of the brand. Integrated Marketing Communication (IMC) tools serve as a major
tool in creating product awareness and conditioning the mind of a potential consumer to take an
eventual purchase decision. This study was conducted to identify the effect of Integrated
Marketing Communication on the sales performance of Habesha Beer. Based on the applicability
of components of integrated marketing communication (IMC), five dimensions of IMC were
considered in this study such as advertising, sales promotions, public relations, personal selling,
and direct marketing. The target groups of this study were users of the products of Habesha beer
in some selected parts of Addis Ababa. The sample size was determined to be 328. The study
used the convenience sampling method in the place where the consumers will be enjoying their
beer. Data were collected from primary sources through questionnaires and analyzed through
both descriptive and regression methods. The multiple regression results showed that
advertising, sales promotion, personal selling, direct marketing, and public relations were found
to have a positive and significant effect on the sales performance of the beer. The company is
recommended to use these marketing communication tools in an integrated and optimal manner
to outperform the competition in this competitive industry. |
