THE EFFECT OF PROMOTIONAL MIX ON BRAND IMAGE: THE CASE OF FIKER SPRING WATER COMPANY

Abstract

Promotional mix is among the important company strategy that has powerful effect on brand image. The objective of this study is to analyze the effect of promotional mix on brand image in the case of Fiker spring Water Company. The target population of the study were retailer shops in Addis Ababa which reside in Addis Ketema, Bole and Kirkos Subcites. Quantitative research approach, Explanatory research design and convenience sampling technique were adapted in selecting 347 respondents. Data were collected using structured questionnaire and analyzed using descriptive and inferential (regression) analysis was used. The results of the study revealed that promotional mix elements have a relationship with brand image. Therefore, It is essential for Fiker spring water company to pay more attention in increasing their promotional mix practice specifically should pay more attention to the, direct marketing and social media marketing activities since the study results showed a little weakness on such promotional mix tools, in influencing the brand image of the company. Finally, the researcher recommends to Fiker spring Water Company is that the strategic impact of promotional elements is best observed when they are designed or built in strategic plan for all stakeholders in the business area, coordinated with other marketing tools and integrated with the business strategy.