THE EFFECT OF SALES PROMOTION ON THE SALES VOLUME: THE CASE OF ANBESSA BEER IN ADDIS ABABA

Abstract

The purpose of this study is to examinethe effect of sales promotion on the sales volume: in case of Anbessa Beer in Addis Ababa by using explanatory research design.Quantitative research approach was utilized for data analysis by collecting primary data from the sample respondents by using structured questionnaire. The study used both the probability and non-probability sampling technique. The study used descriptive statistics, correlation analysis and multiple regression analysis to by using SPSS version 20 present and analyse the collected data. The findings of the study revealed that price discount, point of sales materials and premium had the significant effect on sales volume in Anbessa Beer in Addis Ababa. But, buy one get one free was found to have statistically insignificant effect on the sales volume. Therefore, Anbesa Beer Sales tame should pay due attention to price discount, point of sales materials and premium which can enhance the sales volume of Anbessa Beer.