Abstract:
The purpose of the study was to investigate the effect of non-monetary sales promotion on the customer
purchase response on the cases of MOHA soft drinks industry S.C. The research evaluates the effect of
non-monetary sales promotional tools mainly; product sample, free gift, buy-one-get-one free and point of
sales or point of purchase material display on a product trial, impulse buying, brand loyalty, brand
awareness, unplanned purchase and purchase response by stimulating the customers. The sample points
for the research were customers in Addis Ababa Takile Haimanot plant territory. All the issues mentioned
above have been assessed by conducting survey questionnaires to 250 MOHA soft drinks industry S.C
stake holder; whole seller, retailer, key distributors and customer who were selected based on
convenience. The data analysis was conducted through statistical techniques such as descriptive
statistics, correlations and regressions by using SPSS version 2021. The survey showed that MOHA soft
drinks industry S.C customer purchase response is positively built by its non-monetary sales
promotion. Customer purchase response is positively placed by the sales promotion campaign and which
result product sample, free gift, buy- one-get- one- free and point of sales or point of purchase material
display have positive effects on customer purchase response. The finding indicates that the effect of non monetary sales promotion on customer purchase response is practical and highly affected by the tools
used to promote the customer purchase response. From the non-monetary sales promotion tools pos/ pop
materials displayis observed as the highest effect on customer purchase response of MOHA soft drinks
industry S.C Tekile Haimanot plant. The result indicated that all had positive correlation with customer
purchase response. It is known that currently, MOHA is using pos/pop materials display as one tool to
attract the attention of the customers bydifferentiate the product, by reminding brand image, by informing
product attributes, by creating positive brand image,by persuading the customer to make an impulse
purchase, repeat purchase, to keep product loyalty and to increase the market share of the
company.Therefore, the MOHA soft drinks industry S.C should focus on better application pos/pop
materials display method of non-monetary sales promotion since it was found to prominent effectson
customer purchase response.
