THE EFFECT OF PROMOTIONAL PRACTICE ON THE BRAND IMAGE: THE CASE OF EDEN BUSINESS SHARE COMPANY

Abstract

Promotion is defined as the coordination of all seller initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea. While implicit communication occurs through the various elements of the marketing mix, most of an organization’s communications with the marketplace take place as part of a carefully planned and controlled promotional program). The research paper presents the Effect of promotion on Brand image In Eden business Share Company. It investigates Eden Spring water promotional elements practice and the effect on brand image. The researcher selected Advertising and Sales Promotion as focus points of promotional independent variables and Brand image as dependent variable. Explanatory research design used and quantitative research approach was adopted and the total sample of the study is 122 respondents .Data were collected through questioner and analyzed using SPSS version 20. The result of the study revealed that the Promotion practice of the company has significant effect on its brand image. The findings showed that Eden business Share Company uses both advertising and sales promotion as promotional tools to enhance to Brand Image of Eden Spring bottle Water. Given the findings the researcher recommended that the company use appropriately the promotional elements to improve brand Image. According to correlation result all independent variables (Advertising and Sales Promotion) are a significant relation with dependent variable (Brand Image). Based on regression result all independent variables are the effect on dependent variable brand image.