PROMOTIONAL ACTIVITY AND ITS IMPACT ON CUSTOMER PREFERENCE (IN CASE OF FLOUR FACTORY IN GUBRE SUB CITY

Abstract

Promotion has the impact on customers to inform, persuade and remind toward buying product as well as increase sales volumes of the factory. The objective of this study is to assess the promotional activity and its impact on the case of flour Factory. The main purpose of this research is to answer the questions that are related to the promotional activity of the factory and to provide some significance for the users. The independent variables of this research were advertising, public relation, personal selling, sales promotion and publicity. And also the dependent variable of the research was customer preference. Among the types of research design, the researcher was selected descriptive type of research design. Because of the descriptive research was the description of state of the nature of affairs as it exists present. For this research purpose both primary and secondary data source was used. Data collection method was used questionnaires and interview for primary data and different published and unpublished written materials for secondary data. The method of sampling technique the researcher used in this study was non-probabilistic sampling. i.e. convenience sampling technique; because it involves including in the sample whoever happens to be available at time. Major finding of this study indicates that the promotional activity of flour factory in Gubre town has a great impact on customer’s preference to inform, persuade, and remind towards buying a product as a result it increases sales volume of the factory. So the major recommendation of this study was the factory should try to use promotional activities widely in order to attract the new customer and retain the loyal customers. And advertisement should be effectively used by the factory to increase sales