Effect of Non-Monetary Sales Promotion on Customer Purchasing Response the Case of Moha Soft Drinks Industry S.C Tekile Hymanot Plant.

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.