The Effect of Sales Promotion Tools on Consumers" Buying behavior. The Case of Castle Beer Consumer In Kombolch  District.

Dagmawi  Fekadu

dc.contributor.author	Dagmawi Fekadu
dc.date.accessioned	2025-03-18T06:05:01Z
dc.date.available	2025-03-18T06:05:01Z
dc.date.issued	2023-07
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/16632
dc.description.abstract	The main objective of this study was to analyze the effect of sales promotion tools on consumer buying behavior, on castel beer consumers in Amhara region kombolcha district as a case study. Furthermore, this research also intended to find out what sales promotion tools marketers adopt not only to grab customers attentions and the promotion of their brand but also to gain maximum profit and increase sales volume of accompany. Basically The researcher employed A quantitative research approach and non-probability convenience sampling method had been adopted in selecting a sample size of 150.The study used descriptive research design in which the study utilized the quantitative data survey structured questionnaires basically there searcher was used both primary and secondary data instrument in order to collect the data and to get concrete and reliable information for my study. To check the reliability of the adapted instrument the cronbachs alpha test were carried out .In general based on the objective of the study the four hypotheses were formulated and tested and the result showed all were supported. The researcher used explanatory research design to discuss the outcome of the study that shows causal relation between dependent and independent variables and data were collected using structured questionnaire and analyzed using SPSS 25 version program .Descriptive statistics, correlation and multiple linear regressions analysis method were used for analysis the data. Assumptions are tested to check the appropriateness of multiple linear regressions for analysis. The Pearson correlation coefficient has been used in the study signifies that all predictor variables (tools of sale promotion) and the dependent variables (consumer buying behavior) have strong positive relationships with one another. The result of this study revealed that The free sample, price discount , buy one get one, and point of sale material are the most significant and positive effect on consumer buying behavior.	en_US
dc.language.iso	en	en_US
dc.subject	Marketing Management	en_US
dc.title	The Effect of Sales Promotion Tools on Consumers" Buying behavior. The Case of Castle Beer Consumer In Kombolch District.	en_US
dc.type	Thesis	en_US