THE IMPACT OF PROMOTION ON CONSUMER BUYING BEHAVIOR IN ETHIOPIAN BANKING INDUSTRY

Abstract

The purpose of this study to investigate the impact of promotion mix element on consumer buying behavior in Ethiopian banking industry. The research employed quantitative research approach, qualitative research approach, descriptive, and explanatory research design techniques. And Data were collected using structured questionnaire and interview then analyzed using SPSS 20 and this study would used both probabilistic sampling and non probabilistic sampling. From the variety of probabilistic sampling techniques, the researcher would use stratified random sampling methods for large target population of the study. The population of commercial bank consumers was 93,305 and sample of 398 was studied by applying descriptive and inferential statistics techniques. From non probabilistic sampling techniques researcher employed convenience sampling technique to distribute questionnaire for the respondent .And purposive sampling technique used for to select the banks. The major finding of this study revealed that there is moderate and positive relationship between promotion mix element and consumers buying behavior and among demographic factors such as age , income , sex professional type and marital status they don’t have statistically significant relationship with consumers buying behavior and they don’t have unique contribution to predict consumer buying behavior the other one is education there is statistically significant relationship with consumers buying behavior and have unique contribution to predict consumer buying behavior. An important implication of the finding is that there is a need for looking at other significant factors in order to influence consumer buying behavior to make it better. So it is necessary to conduct further research in the field..Finally the researcher recommended that Ethiopian banking industry should work hard to achieve promotional activities integration in the practice, because such integration will lead to increased demand for their products.