EFFECT OF PROMOTION MIX ON CONSUMER BUYING BEHAVIOR: THE CASE OF RETAIL SUPERMARKETS IN HAWASSA CITY

Abstract

This study aimed to analyze effect of promotional mix elements on consumer buying behavior: the case of retail supermarkets in Hawassa city. The study used both explanatory and descriptive research design to conduct the research. The study used both primary and secondary data sources to accomplish the research. The study used convenience sampling technique to select 384 the representative sample. The questionnaire was used as a tool to collect the research data from the sample respondents. Descriptive statistics such as mean, standard deviation, five point likert scale to analyze the respondent profile and the major packaging elements. Furthermore, the study used correlation analysis, and multiple linear regression model to identify the relationship between the packaging elements and consumer brand preference and their effect. Out of 384 distributed for survey questionnaires, 345 questionnaires were returned giving a rate of 89.9 percent. The result of the study depicted that advertising, personal selling, sales promotion, direct marketing and public relations as promotional mix elements influencing consumer buying decision in retail supermarkets in Hawassa city. The result of Pearson correlation revealed that personal selling(r=0.578); public relations(r=0.642); direct selling(r=0.626); advertising (r=0.941); and sales promotion (r=0.929) has a significant relationship with consumer buying behavior. The result of Multiple Regression analysis indicates the promotional mix elements contribute significantly in influencing buying behavior of consumers of retail supermarket products by 94.6% and the remaining 5.4% can be contributed by other factors. The regression standardized coefficients for all independent variables, i.e. personal selling, public relations, advertising, sales promotion, and direct selling are 0.065, 0.115, 0.505, 0.407, and 0.105, respectively. The study reveals that advertising (0.505) is the most influential variable impacting buying behavior followed by sales promotion (0.407) and public relations (0.115), respectively. Thus it supports all the hypothesis claiming promotional mix elements have a positive and significance influence on consumer buying behavior. The retail supermarket should develop comprehensive and effective advertising strategy, powerful personal selling system, strengthen public relation, conducive direct marketing atmosphere, create appropriate procedures on sales promotion to enhance its performance through attracting its consumers purchase more products