| Abstract: | The study examined the impact of promotional mix elements exercised in Anbessa shoe Share Company on sales volume. Quantitative research approach and explanatory type of research design was used .The data required for this study has been gained from primary sources. For the purpose of this study a pre-designed questionnaire has been distributed to a purposeful sample of 222 employees of the company by using Simple Random sampling techniques. SPSS was used to process the primary data which was collected through questionnaire. A reliability Cronbach’s Alpha to determine the reliability of the questionnaire as a tool to collect the necessary data was performed. Normality, linearity and multcollinearity were test. The data analysis was conducted through statistical techniques such as descriptive statistics, correlations and multiple linear regressions. A set of results has been found, and can be summarized as follows: The frequency of promotional mix elements practice in Anbessa shoe Share Company was high for advertising, personal selling, and sales promotion, while it was moderate to low for public relations and direct marketing. The relationship between independent variables is correlated with one another and with the dependent variable. There was a significant positive correlation between the five independent variables (Advertising, Sales promotion, Personal selling, Public relation and Direct marketing) and dependent variable (Sales volume). Advertising has a positive strong correlation with sales volume. For sales promotion and personal selling, it has a positive moderate correlation with sales volume and for public relation and direct marketing; it has a positive but weak correlation with sales volume. There is a statistically significant effect of the following promotional mix elements: (advertising, personal selling, sales promotion) carried out by Anbesa shoe share company on sales volume. There is a statistically insignificant effect of the following promotional elements(public relations and Direct marketing) practiced by Anbesa shoe share company on sales volume reasonably those elements have significant effect on sales volume but the result indicates in contrast with the expected reason. Therefore the company should focus on better application of Advertising, personal selling and sales promotion to increase the sale volume. |
