May 1, 2019 Thesis Open Access

GETYE MEKONNEN

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  <identifier identifierType="DOI">10.20372/nadre:5732</identifier>
  <creators>
    <creator>
      <creatorName>GETYE MEKONNEN</creatorName>
    </creator>
  </creators>
  <titles>
    <title>THE EFFECT OF ADVERTISING ON SALES VOLUME, WITHIN BEER INDUSTRY IN CASE OF ADDIS ABABA CITY</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2019</publicationYear>
  <dates>
    <date dateType="Issued">2019-05-01</date>
  </dates>
  <resourceType resourceTypeGeneral="Text">Thesis</resourceType>
  <alternateIdentifiers>
    <alternateIdentifier alternateIdentifierType="url">https://nadre.ethernet.edu.et/record/5732</alternateIdentifier>
  </alternateIdentifiers>
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    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.20372/nadre:5731</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf">https://nadre.ethernet.edu.et/communities/aau</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="URL" relationType="IsPartOf">https://nadre.ethernet.edu.et/communities/zenodo</relatedIdentifier>
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  <rightsList>
    <rights rightsURI="http://www.opendefinition.org/licenses/cc-by">Creative Commons Attribution</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
  </rightsList>
  <descriptions>
    <description descriptionType="Abstract">&lt;p&gt;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. Simple random sampling technique, which is of probability sampling, was used to select the respondents among the total number outlet owners and/or managers found from the selected outlets. For achieving the study objective, 384 sample respondents were selected and out of these 381 respondents were properly respond the questioner data and collected in 5-point Likert scale questionnaire with closer assistance of the researcher. The data, then, analyzed through descriptive and inferential statistics using linear regression. By the findings, out of the proposed four factors in affecting sales volume in beer industry in case of Addis Ababa city, the four factors namely; advertising media factor, advertising message factor, advertising source factor and advertising receiver factor were found to be statistically significant. Furthermore, on the basis of the research findings, appropriate recommendations along with implications for further studies have been forwarded.&lt;/p&gt;</description>
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