THE EFFECT OF SALES PROMOTION ON SALES VOLUME IN CASE OF SPORT BETTING COMPANIES IN ADDIS ABABA

Abstract

sales promotion has great impact to enhance the sales of the companies that is why companies are utilize different sale promotion tools to boost their sales volume. Overall the prime motive of this study is to investigate the effect of sales promotion on sales volume sport betting companies in the case of Addis Ababa.. This research also aims in specifying to what extent bonus, rebate or refund, web book or deposit and jackpot influence sales volume. Data for this study was collected from sport betting companies employees found in Addis Ababa by using primary data collection (questionnaire). The close-ended five point Likert scale questionnaire was distributed with non-probability convenience sampling technique to 212 respondents result was get analyzed with 90.56% response rate. The analysis was done by SPSS version 20. The data were analyzed with both descriptive and inferential statistics the result indicate all independent variable are significant and had positive effect on dependent variable (sales volume). This study concludes that offering bonus ,rebate and jackpot as sales promotion are the most important influencing factors of sales volume than the other variable included. The study findings prove that sales promotion explain better sales volume of sport betting companies. Even though it should be prove by another research the study find that sales promotion has long term effect on sales volume. So researcher recommended that sport betting company has to give priority to this factor in order to get better sales volume.