Thesis Open Access
THE EFFECT OF ADVERTISING ON SALES VOLUME, WITHIN BEER INDUSTRY IN CASE OF ADDIS ABABA CITY
GETYE MEKONNEN
The purpose of this study was to examine the effect of advertising on sales volume within beer industry in case of Addis Ababa city. The study focused on four determinants namely; advertising media factor, advertising message factor, advertising source factor and advertising receiver factor which affect sales volume in beer industries. The study used quantitative research approach to have a better insight and gain a richer understanding about the effect of those factors on sales volume in beer industry and the researcher has employed explanatory research design to objectively answer the research questions. Both probability and non-probability sampling were used in the sampling technique. Purposive sampling, which are of non-probability sampling, were used to select outlets among the total number of outlets legally registered in Addis Ababa city.
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- Publication date:
- May 1, 2015
- DOI:
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- License (for files):
- Creative Commons Attribution