ASSESSING PROMOTION PRACTICE (IN THE CASE OF ST. GEORGE BREWERY FACTORY)

Abstract

The study was conducted to assess the promotional practice of St George Brewery factory in Addis Ababa. A descriptive case study was employed to achieve the objective of this research. 50 sales promoter of the factory were involved in the study. In the selection of the sample population purposive sampling were used. In order to get data from the target population’s questionnaire were used. The data collected through questionnaire were analyzed using percentage, frequency, mean and sum. The conclusion generally indicate that the operation of promotion as a mix has not only helped the company to create awareness but also helped in increasing the sales of the company, thus, it is a worthwhile activity and should be made a core aspect of the company’s marketing program. The researchers hereby recommended that St George Brewery Factory should assess the various promotional mix elements and select those that can successfully create product awareness and also increase sales in order to achieve organizational objectives.