| Abstract: | This study mainly focusses on the assessment of marketing mix elements for better profit of the Dashen Brewery share company. The marketing mix elements are assessed in the company. Since currently; the market competition is very high and so as the company needs to be competitor. The study is conducted using different methodologies including company’s previous data, questionnaires, observation and interviews. Data gathering is the basic methodology by including primary and secondary data sources. In this study, descriptive research approach is applied and both qualitative and quantitative research design methods are used. The study is a descriptive type research and the selected population for this paper are consumers of the Dashen brewer products; found at the different hotels, bar and restaurants, and small liquor houses located in Addis city. Since the bars and restaurants are placed at different positions of the city, random sampling techniques were used. Therefore, simple random sampling method is used to distribute the questionnaires to the consumers of the products. The primary data included are interviews from management staff of the company, surveys and customer questionnaires. For this study, customer’s feedback is the best primary data source. Secondary data sources include publications, books and online searches. The methods of collecting primary and secondary data differ since primary data are to be first-hand gathered, while in case of secondary data the nature of data collection work is merely that of compilation. The data collected are analysed using SPSS software Version 23.1 and the results are summarized using tables generated by SPSS for better discussion and conclusion. |
