Effect of promotional mix on Consumer Purchase Decision” the Case of Coca-Cola Soft Drink Burayu District

Abstract

Promotion mixes is a very relevant factor that influences the purchase decision of customer. The aim of this study was to evaluate the effect of promotional mix on customer Purchase Decision in case of Coca Cola Company Burayu District Yeabtsega OCCD. Descriptive and explanatory research design was used to examine the effect of promotion mix on customer purchase decision. Primary data have been acquired from diverse sources utilizing a 5-point Likert scale questionnaire and focused group discussion. A total of 384 questionnaires were distributed and all of them were returned for analysis and 5 focused group discussion questions are formed and collect response from 5 employees of the companies. Data was analyzed by using SPSS version 22. Appropriate statistical tools including Pearson correlation and multiple linear regression analysis were utilized. The results of this study showed that sales promotion, advertising, personal selling, Public Relation and direct marketing positive and significant effect on consumer Purchase decision the result indicates that East Africa Bottling should work on the promotion mixes to stimulate the purchase decision of customer to increase its sales. it is proposed that Due to the competitive nature the industry effective promotional mix have the potential to impact the consumers by considering the Promotion mixes characters. Therefore, this research contributes to the Promotion mixes as a new dimension.