The Effect of Advertising on Sales Volume within Beer Industry

The Case of Addis Ababa City

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This book examines the effect of advertising on sales volume within beer industry in the case of Addis Ababa city. The study focuses on four determinants namely: advertising media factor, advertising message factor, advertising source factor and advertising receiver factor which affect sales volume in beer industry. The study used quantitative research approach to gain a richer understanding about the effect of those factors on sales volume in beer industry. For achieving the book objective, potential sample respondents were selected and out of these respondents most of them were properly responding the questionnaire. On the basis of the research findings, appropriate recommendations along with implications for further studies have been forwarded. The four determinants' positive and significant effect on sales volume were clearly shown in this book.


Getye Mekonnen


Getye Mekonnen, one of the best sales and marketing professionals in Ethiopia, holds BA in Economics, MA in Marketing Management (Addis Ababa University) and MBA in General Management (St. Mary’s University). His experience includes sales and marketing strategy, end to end management and best and competitive business execution.

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Publishing House:

LAP LAMBERT Academic Publishing


Beer industry, Advertising Media Factor, Advertising Message Factor, Advertising Source Factor, Advertising Receiver Factor, Sales Volume

Product category:

BUSINESS & ECONOMICS / Marketing / General