THE EFFECT OF PROMOTIONAL PRACTICES ON SALES EFFECTIVENESS: THE CASE OF ETHIOPIAN PULP AND PAPER S.C

Abstract

The purpose of the study was to investigate the effect of promotional practices on sales effectiveness in EPPSC Ethiopia. The study conducted on EPPSC retailers and staff. The objective of the study was to examine the relationship between promotional practices with the organization sales effectiveness. The study used descriptive and explanatory research approaches and the data was purely quantitative. In order to achieve the research objectives, one hundred thirty five (135) respondents were selected using simple random sampling method. The data were processed via SPSS and analyzed using descriptive and inferential statistics. The research revealed that the promotional practices have positively affected organizational sales effectiveness in the case of EPPSC. In addition, from the management and sales representative perspective most of the respondents agree that promotional practices trigger to purchase as well as stimulate resellers demand and effectiveness. The study conclude that Practicing of promotional mix have statistically significant positive effect on the organizational sales effectiveness. Based on the findings of the study, the researcher therefore recommended that, the management of EPPSC should embark on more strategic promotional mix practices in order to increase their market share and profitability.