THE EFFECT OF PROMOTION MIX ON CONSUMER PURCHASE DECISION: THE CASE OF ETHIOPIA TELECOMMUNICATION ADDIS ABABA

Abstract

Promotion is a very relevant factor that influences the purchase decision of customer. The aim of this study was to evaluate the effect of promotion mix on customer purchase decision in case of Ethiopia telecommunication. Descriptive and explanatory research design was used to examine the effect of promotion mix on customer purchase decision. Out of customer of the company, 403 responded giving response rate of 95%. A Likert scale type of questionnaire was used to collect the necessary data from respondent. Data was analyzed by using SPSS version 23. Appropriate statistical tools including Pearson correlation and multiple linear regression analysis were utilized. The results of this study showed that sales promotion, advertising, personal selling, public relation, and direct marketing effect purchase decision by the value of 35.8%, 17.6%, 14%, 0.67%, and 0.50% respectively. In conclusion, the study indicates advertising, personal selling, sales promotion have significant effect on consumer purchase decision. This indicates that ETC should work on the promotion to stimulate the purchase decision of customer to increase its sales.