SSESSEMENT OF THE PROMOTIONAL PRACTICE: THE CASE OF WOW MINERAL WATER FACTORY IN GURAGE ZONE

Abstract

This research tried to assess the promotional practice of Wow mineral water factory at Gurage zone. Wow water factories were never evaluate/assesses the effects of their promotion activities due to this the researcher initiated to fill this gap. The objective of this study was to identify promotion tools that WoW mineral water factory are applying, to investigate customers reaction on the promotion practice of Wow mineral water factory, to examine major challenges of promotion practice that affect Wow mineral water factory. By using descriptive research design, the primary data was collected through distributing research questionnaires for Wow mineral water factory employees. The study was based on the data collected from 66 marketing department employees by using census method. The descriptive analyses concluded that from total of 66(100%) respondents of Wow mineral water factory use an advertisement promotion tool which are television and radio. Among different personal selling promotion techniques, Wow mineral water factory use the direct contact and telephone communication techniques, among different sales promotion tools, Wow mineral water factory use the price deal and trade show tools for promotion and among different public relation tools, Wowmineral water factory use the news release tools for promotion. On the other hand customers were gave reaction on Wow mineral water factory promotion practice which are complain and recognition. They rise complain on advertisement and gave recognition on personal selling. The respondents also proved that Wow mineral water factory has challenges related to promotion practice which are; promotion may prepare deceptive and misleading information and may increase the cost of goods and services. The researcher recommended that in order to minimize problem and increase its reliability and prefer ability by customers and in turn increase its profitability the factory should adjust its promotion technique.