THE EFFECT OF INTEGRATED MARKETING COMMUNICATION ON SALES PERFORMANCE: THE CASE OF HABESHA BREWERY

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.