The Effect of Advertisement On Sales Volumes In East Africa Bottling Company
Year: 2025
Type: article
Abstract: This study was conducted on the east African bottling share company in relation of the advertisement effect on the sales performance the company. The general objective of this study was to assess the effect of advertisement on sales volumes Practices with Reference to East Africa Bottling Share Company. Specifically, the objectives of the study were to find out the types of objectives advertising, to determine the level of sales volume, to examine the relationship between Advertising type and sales volume and to analysis the effect of advertising on the Sales volume in East Africa Bottling Share Company. This study used both qualitative and quantitative approach of research. The sampling technique used in this study was multi-stage stratified sampling design. The study deployed both primary and secondary instrument to collect data. Primary data was gathered using personal questionnaire and interview, whereas, secondary data was collected using document analysis. The data analysis was done by using both descriptive and inferential statistics (using SPSS version 21). Respondent’s response about the relationship between independent (i.e., Informative, Persuasive and Reminder advertisement) and dependent variables (i.e., Sales, Market Share and Profit) was analyzed using Spearman's rho. The finding indicated that there were positive, moderator and significant relationship between independent variables and dependent variables with average p value and coefficient of (p= .0000; β=.371.78**).The OLR result of the Parametric Estimates indicated that except Informative which was not significant predictors of sales with p= 0.228 (Sig.> 0.05), the rest two, Persuasive with p= .000 and Reminder P =0.013 were significant positive predictor variables for Sale volume.
DOI: 10.20372/nadre:19199
Author: Jemal, Hanan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7083692093
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