THE EFFECT OF INTEGRATED MARKETING COMMUNICATION ON SALES PERFORMANCE: A CASE STUDY OF SELECTED REAL ESTATE COMPANIES IN ADDIS ABABA

Abstract

The aim of this study was to investigate the effect of integrated marketing communication on sales performance of selected real estate companies in Addis Ababa. Explanatory research design along with quantitative research approach was adopted. A total of 2,051 sales and marketing staff of the selected ten real estate companies were considered as a target population, of which 335 sample respondents were selected by using convenience sampling technique. Through self-administered questionnaire, 282 valid and usable primary data were collected and used for analysis with the help of SPSS. Both descriptive and inferential statistics were applied to analyze and interpret the collected data. The results of the findings revealed that Advertising had relatively the highest effect on sales performance, followed by personal selling and sales promotion. But Wom public relation and direct marketing exhibited the least effect and respectively. It can be concluded that all the five marketing communication tools had positive and statistically significant effect on overall sales performance. Advertising marketing messages should be accompanied with event organization and frequent contact of the targeted potential customers to substantiate more of the sales volume, sales target and sales growth of the respective real estate companies.