IMPACT OF ADVERTISING ON SALES VOLUME (In case of Habesha Brewery)

Abstract

It is claimed that the advertisement media chosen by a company will have a direct impact on its sales volume. Since advertisement is used to reach potential and target customers, it should be conducted effectively and efficiently. The objective of this research was to find out how advertisement techniques used by Habesha beer affects the sales volume of its products. For this study, the researcher used both primary and secondary data to get into a conclusion. The primary data was conducted by a questionnaire and 58 employees participated. Additionally, the researcher used previously published related researches on this area. The finding indicates that Habesha beer mainly uses Radio and TV as the main media to promote their product. It was also found out that all informative, persuasive and reminder advertisements produced by Habesha beer have an impact on sales volume of Habesha brewery. For each variable, five end questions were asked to respondents. Additionally, the researcher found out factors such as using an advertisement to inform its existing customers regarding its product already existing in the market, by making the advertisement that keeps Habesha beer in the mind of customers once the product is already familiar. It was found out that informative advertisement have a significant relationship with sales volume compared to persuasive and reminder advertisement. Therefore, the researcher recommends that Habesha beer should give great emphasis to the variables that can directly affect its sales volume. Future researchers can also investigate which advertisement medias are preferred by customers