THE EFFECT OF PROMOTIONAL MIX ELEMENTS ON BRAND PREFERENCE: THE CASE OF ORIGIN MINERAL WATER COMPANY

Abstract

The main aim of this research was to investigate the influence of Promotional mix on brand preference in case of Origin Natural Mineral Water Company in Ethiopia. This study provides an idea to the marketers and can be used as tools to assist them in pursuing their marketing objectives. Five elements of Promotional mix (Advertising, sales promotion, personal selling and social media and public relation), have been kept in mind while doing the research. Questionnaires were used to collect primary data by using a self-administered data collection system from 384 respondents, out of which 384 valid questionnaires were collected and analyzed. The data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics (correlation and multiple regression analysis). The finding shows that all Promotional mix variables have a significant positive effect on origin mineral water brand preference. Social media has the highest, positive and significant effect on origin mineral water brand preference followed by Personal selling and Sales promotion. This study therefore recommended appropriate actions for Origin Natural Mineral Water company in refining its advertising strategies as a means of overcoming the intense competition that exist in the market, so that, they can increase their costumers brand preference and market share. For future studies other Promotional mix tools like Public Relations and Direct Marketing should be also considered.