The Effect of Event Marketing on Marketing Performance; a Case of Gondar Dashen Berewery Share Company

AYANAW, BIRUK

dc.contributor.author	AYANAW, BIRUK
dc.date.accessioned	2001-01-07T19:35:15Z
dc.date.available	2001-01-07T19:35:15Z
dc.date.issued	2023-06
dc.identifier.uri	http://ir.bdu.edu.et/handle/123456789/16973
dc.description.abstract	The objective of this research paper is to examine the effect of event marketing on the marketing performance of Dashen Breweries Share Company. In order to answer the questions and select the event that can be organised by DBSC, a probability sampling technique, specifically random sampling, is used. On the other hand, so as to select respondents, the researcher used non probability sampling, specifically convenience sampling, for the questionnaire, which was distributed to be filled out in a self-administration manner. The research methodology was a quantitative research approach. The questionnaires were distributed to 384 customers, out of whom only 330 returned completed and properly filled questionnaires, which meant 85.9 percent coverage of the total respondents from the vents and 14.1 percent of the questionnaires remained uncollected. The questionnaire aimed to test whether event marketing has a significant effect on customer satisfaction. The results revealed that event marketing has a positive and significant effect on marketing performance, which is customer satisfaction. ANOVA was used in this study to discuss the overall objective and to demonstrate the combined impact of independent variables (event objective, attitude towards event, event selection, customer engagement) on the dependent variable, which is marketing performance. The regression analysis presented the ANOVA test with an F value of 124.856, which is significant at the 0.000 level of precision. The correlation analysis indicated that the relationship between event marketing and marketing performance is strongly correlated. Finally, it has been concluded that the event objective, attitude towards the event, event selection, and customer engagement can affect customer satisfaction. As a result, the business should constantly work to align the communication surrounding a created or sponsored event with an activity that brings the target audience together in both time and space gathering where an experience is generated and a message is transmitted.	en_US
dc.language.iso	en_US	en_US
dc.subject	Marketing Management	en_US
dc.title	The Effect of Event Marketing on Marketing Performance; a Case of Gondar Dashen Berewery Share Company	en_US
dc.type	Thesis	en_US