ST.

MARY’S UNIVERSITY, SCHOOL OF GRADUATE STUDIES

THE EFFECT OF PROMOTIONAL MIX ON BRAND IMAGE:

THE CASE OF FIKER SPRING WATER COMPANY

BY:

HILLINA GIRMA

JUNE, 2021

ADDIS ABABA, ETHIOPIA

THE EFFECT OF PROMOTIONAL MIX ON BRAND
IMAGE
THE CASE OF FIKER SPRING WATER COMPANY

BY:

HILLINA GIRMA

A THESIS SUBMITTED TO DEPARTMENT OF BUSINESS

ADMINISTRATION IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE DEGREE OF MASTERS OF
BUSINESS ADMINISTRATION (MBA).

ADVISOR:
MOHAMMED MOHAMMEDNUR (Asst.Prof)

DATE: JUNE, 2021

ADISS ABABA, ETHIOPIA
ST.MARY’S UNIVERSITY

SCHOOL OF GRADUATE STUDIES

MASTERS OF BUSINESS ADMINISTRATION (MBA)

THE EFFECT OF PROMOTIONAL MIX ON BRAND

IMAGE
THE CASE OF FIKER SPRING WATER COMPANY

BY
HILLINA GIRMA

APPROVED BY BOARD OF EXAMINERS

__________________ _____________________________________

Dean, Graduate Studies Signature Date

Mohammed MohammedNur (Asst.Prof) _____________________________________

Advisor Signature Date

__________________ __________________________________________

Internal Examiner Signature Date

Yibeltal Aschale (Asst.Prof) 12/07/21

External Examiner Signature Date

DECLARATION

I HILLINA GIRMA declare that this thesis entitled “The Effect of promotional mix on
brand image in the case of Fiker Spring Water Company” is my original work and
has not been presented for a degree in any other university and all resources or the
materials used for this paper have been acknowledged.

HILLINA GIRMA ____________________________

NAME Signature

St. Mary’s University College, Addis Ababa JUNE, 2021

ADVISOR’S ENDORSEMENT

This thesis is submitted to St. Mary’s University, School of Graduate Studies for
examination with my approval as a university advisor.

Mohammed MohammedNur (Asst.Prof) ____________________________

Advisor Signature

St. Mary’s University College, Addis Ababa JUNE, 2021

ACKNOWLEDGMENTS

One and foremost, I would like to put forth all the glory to my Lord for
guiding and helping all my way through.

Thanks to my thesis advisor Mohammed Mohammed nur (Asst.Prof) for his

consistent advice. I am grateful for his valuable comments and inputs on this
research. I would like to express my special appreciation to my classmate
Desu Berchit for all his guidance throughout my years of study.

Last but not least, I must express my very profound gratitude to my parents
and to my little sister for providing me with unfailing support and continuous
encouragement throughout my years of study and through the process of
researching and writing this thesis. This accomplishment would not have been
possible without them.

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ACRONYMS

ANOVA - Analysis of Variance

IMC–Interactive Marketing Communication

FSWC- Fiker Spring Water Company

BI- Brand Image

GA- General Advertisement

PR- Public Relations

SM- Social media marketing

SP- Sales Promotion

PS-Personal Selling

DM-Direct Marketing

PC- Pearson Correlation

SD - Standard Deviation

SPSS - Statistical Package for Social Science

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ABSTRACT

Promotional mix is among the important company strategy that has powerful effect on
brand image. The objective of this study is to analyze the effect of promotional mix on
brand image in the case of Fiker spring Water Company. The target population of the
study were retailer shops in Addis Ababa which reside in Addis Ketema, Bole and Kirkos
Subcites. Quantitative research approach, Explanatory research design and convenience
sampling technique were adapted in selecting 347 respondents. Data were collected using
structured questionnaire and analyzed using descriptive and inferential (regression)
analysis was used. The results of the study revealed that promotional mix elements have a
relationship with brand image. Therefore, It is essential for Fiker spring water company to
pay more attention in increasing their promotional mix practice specifically should pay
more attention to the, direct marketing and social media marketing activities since the
study results showed a little weakness on such promotional mix tools, in influencing the
brand image of the company. Finally, the researcher recommends to Fiker spring Water
Company is that the strategic impact of promotional elements is best observed when they
are designed or built in strategic plan for all stakeholders in the business area,
coordinated with other marketing tools and integrated with the business strategy.

Key words: Brand Image, General Advertisement, Sales promotion, Public relation,
Social media marketing, Personal selling and direct marketing.

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Table of Contents
ACKNOWLEDGMENTS ................................................................................................................... i
ACRONYMS ..................................................................................................................................... ii
ABSTRACT ...................................................................................................................................... iii
List of Tables .................................................................................................................................... vii
List of Figures................................................................................................................................... vii
CHAPTER ONE ................................................................................................................................. 1
1. INTRODUCTION ...................................................................................................................... 1
1.1 Background of the Study .................................................................................................... 1
1.2 Background of the organization ......................................................................................... 3
1.3 Statement of the Problem ................................................................................................... 4
1.4 Objective of the study ......................................................................................................... 6
1.4.1 General Objective ....................................................................................................... 6
1.4.2 Specific Objective....................................................................................................... 6
1.5 Significance of the Study.................................................................................................... 6
1.6 Scope of the Study .............................................................................................................. 7
1.7 Limitation of the Study ....................................................................................................... 7
1.8 Definition Of Terms ........................................................................................................... 7
1.9 Organization of the study ................................................................................................... 8
CHAPTER TWO ................................................................................................................................ 9
2. REVIEW OF RELATED LITERATURE .................................................................................. 9
2.1 Theories Review ................................................................................................................. 9
2.1.1 Introduction of Integrated Marketing Communication............................................... 9
2.1.2 History of Integrated Marketing Communication?..................................................... 9
2.1.3 Definition and Principle of Integrated Marketing Communications ........................ 10
2.1.4 Benefits of Integrated Marketing Communications ........................................................ 13
2.1.4.1 Boosts Sales .............................................................................................................. 13
2.1.4.2 Saves Time, Money and Stress ............................................................................. 13
2.1.5 Promotion mix elements .................................................................................................. 14
2.1.6 Definition and Concept Promotion mix elements ........................................................... 14
2.1.6.1 Advertising ............................................................................................................... 14
2.1.6.2 Direct Marketing....................................................................................................... 15

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2.1.6.3 Social Media Marketing ........................................................................................... 15
2.1.6.4 Sales Promotion ........................................................................................................ 16
2.1.6.5 Public Relations ........................................................................................................ 16
2.1.6.6 Personal Selling ........................................................................................................ 16
2.1.7 Brand Image.............................................................................................................. 17
2.1.7. 1 Definition and Concept of Brands ........................................................................... 17
2.1.7.2 Products and Brands ................................................................................................. 17
2.1.7.3 Concept of Brand Image ....................................................................................... 18
2.1.7.4. Integrating Brand Identity and Brand Image ........................................................... 19
2.1.7.5. The Importance of having a strong brand image ..................................................... 19
2.2 Empirical Reviews............................................................................................................ 21
2.3 Conceptual Framework of the Study ................................................................................ 25
2.4 Research Hypothesis......................................................................................................... 26
CHAPTER THREE .......................................................................................................................... 27
RESEARCH METHODOLOGY ..................................................................................................... 27
3.1 Research Approach ................................................................................................................. 27
3.2 Research Design ..................................................................................................................... 27
3.3 Population, Sample size and sampling procedure .................................................................. 28
3.3.1 Population ........................................................................................................................ 28
3.3.2 Sample Size ..................................................................................................................... 28
3.3.3 Sampling Techniques ...................................................................................................... 29
3.4 Data Sources and Types ......................................................................................................... 29
3.4.1 Primary Data .................................................................................................................... 29
3.4.2 Secondary Data. ............................................................................................................... 29
3.5 Data Analysis.......................................................................................................................... 30
3.6 Validity and Reliability .......................................................................................................... 30
3.6.1 Validity ............................................................................................................................ 30
3.6.2 Reliability ........................................................................................................................ 31
3.7 Ethical Consideration ............................................................................................................. 32
CHAPTER FOUR ............................................................................................................................ 33
4.1. Introduction ........................................................................................................................... 33
4.2. Samples and Response Rate .................................................................................................. 33

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4.3. Demographic Profile of Respondents .................................................................................... 33
4.4 Descriptive Statics Results of Variables ................................................................................. 35
4.5. Inferential Analysis ............................................................................................................... 35
4.5.1. Correlation analysis ........................................................................................................ 35
4.5.2 Assumption Test in Regression ................................................................................ 37
4.5.2.1 Normality Assumption ......................................................................................... 37
4.5.2.2 Linearity Assumption ........................................................................................... 40
4.5.2.3 Multi collinearity ...................................................................................................... 41
4.5.2.4 No auto correlation ................................................................................................... 42
4.6 Multiple Regression Analysis ........................................................................................... 42
4.7 Hypothesis Testing ........................................................................................................... 45
4.8 Discussion......................................................................................................................... 47
CHAPTER FIVE .......................................................................................................................... 49
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS ......................... 49
5.1 Introduction ............................................................................................................................ 49
5.2. Summary of Findings ............................................................................................................ 49
5.3 Conclusion .............................................................................................................................. 51
5.4 Recommendation .................................................................................................................... 52
5.5 Future studies.......................................................................................................................... 53
REFERENCE ................................................................................................................................... 54
APPENDIX ...................................................................................................................................... 60

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List of Tables
Table 3.1 Reliability Test ................................................................................................................. 31
Table 4. 1 The demographic composition of respondents ................................................................ 34
Table 4.2 : Descriptive statistics for variables .................................................................................. 35
Table 4.3 Pearson’s Correlation ....................................................................................................... 35
Table 4.4 Normality Test .................................................................................................................. 38
Table 4.5 Multi Collinearity Test ..................................................................................................... 41
Table 4.6 No auto-correlation test .................................................................................................... 42
Table 4.7 Model Summary ............................................................................................................... 43
Table 4.8 ANOVA............................................................................................................................ 43
Table 4.9 Value of coefficients......................................................................................................... 44

List of Figures
Fig 2.1 Conceptual framework………………………………………………………………………………..25
Fig 3. 1 Histogram………………………………………………………………………………………….....39
Fig 3. 2 P-P Plot……………………………………………………………………………………………….40

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CHAPTER ONE
1. INTRODUCTION

1.1 Background of the Study

Nowadays, the many promotional tactics used by business organization to survey in the
modern business market. Promotion mix is a blend of communications tools used by a firm
to carry out the promotion process and to communicate direct by with target markets.
Promotion is exercise in information, persuasion and influence. So, the purpose of
promotion is to reach the targeted consumers and pervade them to buy. Brand is more than
just a name and symbol. Brand represents consumers ‘perception and feeling about a
product and its performance everything that the product or service means to consumer.
Brand image, an essential element in marketing research, is defined as “perceptions about a
brand as reflected by the brand associations held in consumer’s memory”. In the final
analysis, brand exists in the mind of consumer. Thus, the real value of a strong brand is its
power of capture consumer preference and loyalty. Brands varying
the amount of power and value they have in the market place (Kotler, 2006).

Every business needs to have qualified promotional services in order to build up a positive
brand image. A business doesn’t only need to sell an offering to a market; it must also need
to promote it. Promotion is a core component of any business company. A positive brand
image is created by marketing programs that link strong, favorable and unique associations
to the brand in memory (Keller, 2004).

In today's competitive environment, organizations must constantly communicate with

current and potential stakeholders, to offer high quality products and / or services, to
establish attractive prices and to facilitate their access to customers. Therefore, integrated
marketing communication is the focus of all these activities, given that consumer

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perceptions and attitudes towards certain products and / or services may be influenced by
communicational messages sent by the company (Yeboah and Atakora, 2013).

Any institution comes into existence in order to provide a product/service to the market or
community that could be for profit or not. Be it the institution is a business for profit or
not, it is required to communicate what it is providing for. Imagine, the institution has an
Excellent Product, Best Price and Located in convenient location but as long as it could not
be able to communicate what it has almost no user or consumer would be affiliated to the
institution’s product. Promotional mix is stated as the set of different tools which a
company is using to convey or communicate the different offers and messages about its
product or services. Promotional mix is one of retailer tools to wooing the customer to buy
their products. As many managers believe, promotion has play important role in creating
brand awareness of the product (Blythe, 2005).

A promotion that takes in to consideration all the marketing mixes of promotion shall be
conducted and addressed to the audience. These audiences, primarily refers to the
prospective and actual customers and may additionally address to other stakeholders. A
promotion helps to build up positive brand image for a company. Brand image is the
impression in the consumers’ mind of a brand’s total personality. It’s a perception towards
brand.) Promotion includes all the activities marketers undertake to inform consumers
about their products and to encourage potential customers to buy products. (Solomon et
al,2009).

An optimal combination of these promotional mix elements ensures a company to build

up a positive brand image in customer’s mind. This optimal combination is known as
Integrated Marketing communication. For any business company, achieving a high
integrated market communication have a positive effect on its Brand image. Every
business uses a combination of different promotional mix elements to achieve high
performance. These promotional mix elements are general advertisement, sales promotion,
personal selling, publicity/Public relations, Direct Marketing and Interactive Marketing
(Belch 2009).

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Olakunori (1986) stated that advertising as an indispensable component or aspect of
integrated marketing communication has continued to pay a vital role in brands of
products. According to him, a product without promotion is like music without tune. Sales
promotions include techniques that organizations can use as part of their marketing effort
(Jobber and Lancaster, 2006). The importance of sales promotions has increased since
1960, as has the sophistication of methods used. It is sometimes implied that sales
promotion is a peripheral marketing activity, but companies increasingly realize the
importance of a well-planned and coordinated programmer of sale promotion.

One of the most important parts of marketing activities is planning and implementation of
communicative marketing programs such as advertisement, sales promotion programs,
sponsorship, etc, to effectively introduce products and services to target markets and
consumers. Agrawal and Venkatesh (2002) suggested that advertisement can be considered
as a defense strategy to create loyalty to the brand, in other words, advertisement helps
maintaining loyal customers, though sales promotion and sponsorship can be considered as
an aggressive strategy that is used to attract loyal customers of competing brands.

Currently, with growing economy and being home of many international organizations in
Ethiopia is having a huge bottle water consumer market in recent years. Meanwhile people
are relating themselves to modernization and replacing traditional way of life with global
style. Many marketers have noted that a brand is a promise to customers. Delivering on
this promise build trust, lowers risk and helps customers by reducing the stress of
marketing product switching decision.

1.2 Background of the organization

Fiker Spring Water Company (FSWC) is one of the most known spring water companies
in Ethiopia. It is now managed under manufacturing Ok bottling and beverage Share
Company which stablished in 2014 in “Guraghe” zone in the SNNP region of Ethiopia.
The bottling company is currently using variety of promotional mixes to reach its target
audience. Some of these include media advertising, sales promotion and public relation
programs. Advertising programs by the company includes television advertising, radio
advertising, print and billboards. Out of sales promotion techniques the company generally

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applies sales promotions to encourage retailers and hotels by offering different prizes with
different milliliters sizes in the bottles from public relation activities, Fiker spring water
uses, sponsorships and publicity programs. The study investigates the contribution of
FSWC promotions in enhancing brand perceived quality.

1.3 Statement of the Problem

As there are growing more than 64 spring waters in Ethiopian market nowadays and many
of them functioning in Addis Ababa. Achieving a sustainable competitive advantage is a
main important tool in the business world, creating and building a positive brand image is
one of them. Since there is a fierce competition between the water spring companies in
Ethiopia, customer’s perception of a promotions have a plan to build up a positive brand
image through IMC. However, Production and consumption of bottled water has been
rising and many competitive firms are entering in to the market. All of them offer the same
type and easily substitutable products (Dohbi & Zinkhan, 1990). So, competition among
them would become every high for the FSWC. As computation getting tough, branding
activity became very important for the firm. They have to hold a distinctive place in the
mind of the customer. Hence the larger brand name availabilities put a less brand image on
consumers’ mind. Although the term or phrase of brand image has been widely used in a
variety of technical and casual applications and researchers have measured and categorized
the dimensions ofbrand mage ( Park et al., 1986)

Luck of integrity between promotional mixes elements are other factors in FSWC. High
usage of promotion mix tools or unbalanced promotional mix elements also take as a
factor. Mostly, the brand ‘highland ‘is well known in the market and customers uses the
brand name interchangeably almost for all of the spring waters’ brand name. FSWC can
change consumer perception by creating awareness through this promotional mix if it used
and implement appropriately by the company. Do these promotional mix techniques have
an effect on the brand image of FSWC’S customers? Other factor is there are limited
research regarding the effect of promotional mix and brand image in water industries in
Ethiopia .

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The current study has some unique features compared with previous studies. First, the
present study examined the in-depth of all IMC tools effect on the brand image in the
FSWC. The key focuses of effective brand image are successful development of IMC tools
such as advertising, sales promotion, and social media, direct marketing, personal selling
and public relation others to optimize the communications impact on customers. the
present study examined other advertising characteristics, such as consumers‟ perception of
the brand’s advertising spending on television, radio, billboard, celebrity endorsement;
customer’s perception of a sales promotions; customer’s perception of social media;
customer’s perception of a Public relations and consumer’s perception of a brand’s direct
marketing on spring water, which have received less attention in the previous researches in
spring water industry.

This study seek to investigate the effect of promotion mix on brand image of FSWC and
may help the product to make a positive change in the brand images. Thus, this paper will
answer by focusing on the research questions below.
So, the main reasons that initiate the researcher to conduct this research is that there are
little researches which are conducted on this topic in IMC tools independently and in
detail before to indicate the effect of all promotion element on the brand Image in the Fiker
spring water.

Therefore, this research aimed at identifying the effect promotion on brand image will
conducted using samples of customers of Fiker spring water. So, marketers of this brand
can direct their marketing objectives and programs to increase brand perceived quality
using results of this research, and finally the base customer of FSWC may increase and
consequently profit also increase.

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1.4 Objective of the study
1.4.1 General Objective

The general Objective of the study is to examine the effect of promotional mix elements on
Brand Image in case of Fiker spring water bottling company.

1.4.2 Specific Objective

✓ To examine the effect of advertisement on brand image in case of Fiker Spring

Water Bottling Company.
✓ To determine the effect of sales promotion on brand image in case of Fiker Spring
Water Bottling Company.
✓ To test the effect of Public relation brand image in case of Fiker Spring Water
Bottling Company.
✓ To assess the effect of social media marketing on brand image in case of Fiker
Spring Water Bottling Company.
✓ To test the effect of personal selling on brand image in case of Fiker Spring Water
Bottling Company.
✓ To determine the effect of direct media marketing on brand image in case of Fiker
Spring Water Bottling Company.

1.5 Significance of the Study

The study at its completion may help to make an informed decision on the company
branding activity. The research paper may facilitate to determine what promotional
elements requirements are more preferable by the consumers. It also indicates what
promotional mix elements will be used in order to have a productive promotional
campaign. Mostly, it may help the spring water manufacturing company to figure out the
existing gaps and possible solutions in its promotional mix elements and their effect on
brand image. It may help the company to gain insight of the importance of promotion on
building up positive brand image and also help to improve their promotional campaign and

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existing marketing communications tools. This research paper may assist the researchers as
a foundation for further study.

1.6 Scope of the Study

Theme wise, the study was delimited to examine the effect of Fiker spring water in Addis
Ababa. Geographically, the study was delimited to sub-cites in Addis Ababa namely:
Addis-Ketema, Kirkose and bole. The selection was based on the availabilities of spring
water consumption and on most of retailors of Fiker spring water were found.
Methodologically, the study based on questionnaire survey and applied quantitative
research approach and explanatory research design.

1.7 Limitation of the Study

The study is conducted only in retailor shops in Addis Ababa, which may be a limitation in
using the findings of the research to generalize and extend its applicability to other regions
and sub cities. The study was limited because of factors such as financial and pandemic
(Covid-19).

1.8 Definition Of Terms

Promotional mix: It describes a blend of promotional variables chosen by marketers to help

a firm reach its goals. (Business dictionary .com)

Advertising: Any paid form of non-personal presentation and promotion of ideas, goods,
or services by an identified sponsor via print media, broadcast media, network media,
electronic media, and display media (Kotler & Keller, 2012).

Sales Promotion: - sales promotion is a form of indirect advertisement, designed to

stimulate sales mainly by the use of incentives. (Adebisi and Babatunde, 2011).
Personal Selling: Personal selling, according to Jobber (2001), is the marketing task
involving face to-face contact with a customer.

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Social media: form of electronic communication through which users create online
communities to share information, ideas, personal messages, and other content. (Merriam
Webster- an encyclopedia Britannica Company).

Brand: set of tangible and intangible attributes designed to create awareness and identity,
and to build the reputation of a product, service, person, place, or organization. (Dahlen,
M., Lange, F. and Smith, T. 2010).

Brand Image: an image is the mental construct developed by the consumer on the basis of
a few selected impressions among the flood of the total impressions. (Reynolds 1965).

1.9 Organization of the study

This study is organized in five chapters. It starts with introductory part consisting
background of the study, statements of the problem, objectives of the study, significances
of the study, scope of the study and limitation of the study followed by the second chapter
dealing with related literatures that contain theoretical review, empirical review and the
conceptual framework for this study. Chapter three covers the details of research
methodology that used in the study. In chapter Four, data presentation, analysis and
interpretation of the data collected was analyzed. At last summary of findings, conclusion,
discussion and recommendation by researcher based on the result obtained from the
research was given a room.

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CHAPTER TWO

2. REVIEW OF RELATED LITERATURE

This chapter present theoretical review, empirical literature, conceptual framework of the
topic under study. Thus chapter tries to cover topics which are related to promotional mix
elements and relationship between them. At the end, it presents the research hypothesis.

2.1Theories Review
2.1.1 Introduction of Integrated Marketing Communication

There is a growing interest in IMC among marketing scholars and practitioners. Notably,
the fragmentation of markets and the multiplicity of promotional tools are a compelling
reason for organizations to adopt IMC in order to ensure consistent messages to all
stakeholders (Gronstedt and Sircuse, 1998:).
Traditionally, organizations have focused on mass marketing with the emphasis on selling
goods and services regardless of the needs of the customers. However, with the increased
competition in the marketplace, programmed event to programmed event and instantly see
that the brand is speaking with one voice”. Shimp’s assertion endorses the view that IMC
is important to ensure both message consistency and maximum communication impact.
Moreover, as Gurău (2008:171) suggests, IMC “provides an opportunity for organizations
to enhance the relationship of their brands with customers and other stakeholders”

2.1.2 History of Integrated Marketing Communication?

Communication integration is not a new concept and, in fact, the concept of

communication integration emerged as early as the 1930s. During this period the sales
representatives would collaborate with the advertising team while, by 1966, scholars had
already recommended the combined use of promotional tools in order to ensure synergy
(Thorson and Moore, 1996:13). The late 1970s and the 1980s saw an increase in merger

9
activity in the advertising industry. This trend came about as a result of an industry-wide
effort to offer more than advertising and to provide a one-stop service to clients (Thorson
& Moore, 1996:13). In the late 1980s, this new integration was labelled the “new
advertising”. However, this elicited an outcry from public relations academics, who saw
the new concept as being, what they termed, a marketing imperialism and, to them; this
new concept would mean a domination of marketing over public relations (Thorson and
Moore, 1996). The 1990s saw IMC becoming one of the most topical marketing issues
(Percy, 1997). Moreover, it was in the 1990s that IMC emerged as a discipline (Kerr et al.,
2008:514; Holm, 2006). Possible names that were suggested for the new discipline
included integrated communications, total communication and IMC with the latter
emerging as the most favored term (Kerr et al., 2008).

Juxtaposed to the view that IMC was an alternative term for IMC, Ransburg and Cant
(2009) are, nevertheless, of the opinion that IC differs from IMC. According to them, IMC
deals with integration within “the realm of marketing”, while IMC goes beyond marketing
to include communication fields such as corporate design, public relations and corporate
communication (Ransburg and Cant, 2009). Despite its popularity; there is still no
consensus among scholars on the definition of IMC (Kerr et al., 2008; Grove et al; ).

2.1.3 Definition and Principle of Integrated Marketing Communications

Despite confusion and ambiguity, several scholars have, nevertheless, proposed definitions
of the concept of IMC. IMC is about the combined use of promotional tools in order to
bring about “clarity, consistency, and maximum communication impact” (Schultz and
Schultz, 2003:93). However, it would not seem as if any agreement about the definition of
IMC is in sight. Moreover, understandably, the lack of a clear definition and a solid
theoretical base has resulted in IMC being a poorly defined discipline (Kerr et al.,
2008:516; Fitzpatrick, 2005:93; McGrath, 2005:192).
The definition that has been adopted in this paper is that of Duncan (2002) because it takes
the role of IMC messages in the development of communication strategies. The definition
suggests that an organization should control (planned) and influence messages (unplanned,
product, service) messages to create and nourish stakeholder relationships. Thus, it can be

10
argued that the IMC message typology in its entirety provides a framework whereby an
organization should communicate with its stakeholders.
Furthermore, there are messages that an organization can control (planned) and there are
those that the organization can only influence. In addition, there is vociferous scholarly
debate about whether IMC is a new concept, with three opposing groups of scholars taking
part. The first group regards IMC as a new discipline while the second group sees IMC as
an old discipline. In other words, the second group sees IMC as an old idea under the guise
of a new label with this group arguing that, as early as the 1950s, advertising agencies such
as Leo Burnett were practicing IMC (Thorson & Moore, 1996). The third group claims that
IMC is irrelevant (Kerr et al., 2008).

Principles of IMC According to Schultz (2003), there are eight guiding principles in the
implementation of IMC. Each of these eight principles will be briefly described below
according to the explanation by Schultz (2003):
• Become a customer-centric organization: It is essential that an organization’s
activities revolve around the final consumer as it is the customers who are the
lifeblood of an organization. Failure to meet the ever-changing needs of consumers
may signal the demise of an organization. “Unless a firm is financially successful, it
cannot reward shareholders, management and society.” Accordingly, it may be stated
categorically that an organization should spare no effort in meeting the needs of its
target market.
• Use Outside-in Planning: If an organization is to become a customer–centric
organization then the organization should implement an outside-in planning system.
In terms of such a system the organization is informed by the needs of its customers
and determines both its objectives as well as the way in which these objectives will
translate into reality. Of special significance is the fact that such a system links the
financial goals of an organization to the marketing spending levels. Accordingly, if
an organization wants a high return on investment, then the organization should
spend more on marketing communication
• Focus on the Total Customer Experience: A customer’s total marketing experience
is not limited to the marketing communication activities of an organization but

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includes, inter alia, the customer’s interaction with intermediaries. As a result, an
organization partners are critical in ensuring communication integration.
• Align Consumer Goals With Corporate Goals: The needs of consumers are ever-
changing and, thus, in order to keep their customers satisfied, it is essential that
organization align their corporate goals to the needs of their customers. In other
words, the strategic direction of an organization should be determined by the needs of
customers and not vice versa.
• Set Customer Behavioral Objectives: An organization should set the following
customer behavioral objectives in an effort both to attract and retain customers −
acquire new customers, retain and maintain present customers, retain and grow sales
and migrate existing customers through the firm’s product or service portfolio
(Schultz and Schultz, 2003).
• Treat Customers As Assets: It is essential that an organization such as a museum be
consumer orientated as an organization that does not satisfy its customers’ needs is
doomed to fail in the marketplace. It must be remembered that customers are the
source of income of an organization while the other activities within an organization
are mainly cost centers. Accordingly, an organization should invest in its customers
as an asset.
• Streamline Functional Activities: An organization should disseminate messages
and provide incentives to both customers and prospects. These messages may be sent
out via marketing communication tools such as advertising and public relations while
incentives in the form of sales promotional activities may attract customers and
prospects alike.
• Converge Marketing Communication Activities: Marketing communication
activities should be converged in order to effect integration. As indicated earlier,
integration results in message consistency and maximizes communication impact.

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2.1.4 Benefits of Integrated Marketing Communications

Although IMC may require a lot of efforts, it delivers many benefits. According to
available literature, IMC could create three main benefits such as a boost in sales,saving
time, money and stress.

2.1.4.1 Boosts Sales

Smith (2008), points out that, IMC increases profits through increased effectiveness. It
could increase sales by stretching messages across several communication tools and make
messages more consistent and more credible. Yeshin (2000), suggests that, for the
company, IMC could be used as a strategic tool in communicating its corporate image and
the benefits of its products or services. In addition, integration of communication messages
leads to creative completeness and consistent messages. Also media choices are optimized,
which can lead to operational efficiency as a result, more ways are created for customers to
become aware, motivated and make purchases.

2.1.4.2 Saves Time, Money and Stress

Smith (2008), emphasizes that, IMC could save money, such as graphics and photography;
they can be shared and used in advertising, exhibitions and sales literature. Yeshin (2000),
suggests that within the IMC program, the same message is delivered repeatedly to the
target audience. This requires the adoption of an overall strategy for the brand, rather than
developing individual strategies for the separate marketing communication tools. Nakra
(1999:42-45), also claims that the use of IMC saves time and money and improves the firm
or organization’s ability to protect the integrity of the product or service. Moreover,
organizations can maximize their return on investments and minimize selling stress
through IMC (Tortorici, 1999).

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2.1.5 Promotion mix elements

According to Philip Kotler (2002) ,modern marketing calls for more than developing a
good product, pricing it attractively, and making it accessible. Companies must also
communicate with present and potential stakeholders as well as the general public. For
most companies, the question is not whether to communicate but rather what to say, to
whom, and how often. The marketing communications mix consists of advertising, sales
promotion, public relations and publicity, personal selling, and direct marketing. The
product’s styling and price, the package’s shape and color, the salesperson’s manner and
dress, the place’s decor—all communicate something to buyers.

2.1.6 Definition and Concept Promotion mix elements

2.1.6.1 Advertising

Advertising is a ‘Paid form’ of communication. It is used to develop attitudes, create

awareness and transmit information in order to gain a response from the target market,
Armstrong and Kotler (2003). There are many advertisings ‘media’ such as newspapers
(local, national, free trade), magazine and journals, television (Local, national, Terrestrial,
Satellite) cinema, outdoor advertising (Such as posters, Billboards bus sides).

According to (Chernatony, 2006) Advertisings a powerful way of communicating a

brand’s Functional and emotional values. The non-personal component means that
advertising involves mass media (e.g., TV, radio, magazines, newspapers) that can transmit
a message to large groups of individuals, often at the same time. The non-personal nature
of advertising means that there is generally no opportunity for immediate feedback from
the message recipient (except in direct-response advertising). Advertising is mostly used to
grab the attention of a large group of individuals. The most relevant advantage of this mass
media type is to create quickly and intentionally the brand image and the symbolic appeal
of certain products/services (Belch et at. 2001). However, the fact that thousands of
advertisements are being produced everyday has put advertisers and their team under

14
pressure of making an ad that is out-standing and does not make audiences consider
themselves to be bombarded.

2.1.6.2 Direct Marketing

Williams and Weiner (1990) states that direct mail is very highly focused means of
marketing especially up on targeting consumers based upon a database. As with all
marketing, the potential consumer is ‘defined’ based upon a series of attributes and
similarities. Creative agencies work with marketers to design a highly focused
communication in the form of a mailing. The mail is sent out to the potential consumers
and responses are carefully monitored. For example, if you are making medical text books,
you would use a database of doctors’ surgeon as the basis of your mail shot.

Direct marketing is much more than direct mail and mail order catalogs. It involves a
variety of activities, including database management, direct selling, telemarketing, and
direct response ads through direct mail, the Internet, and various Broadcast and print media
(Belch &Belch, 2009).

2.1.6.3 Social Media Marketing

As the new millennium begins, we are experiencing perhaps the most dynamic and
revolutionary changes of any era in the history of marketing, as well as advertising and
promotion. These changes are being driven by advances in technology and developments
that have led to dramatic growth of communication through interactive media, particularly
the Internet.
Social media allow for a back-and-forth flow of information where by users can participate
in and modify the form and content of the information they receive in real time. Unlike
traditional forms of marketing communications such as advertising, which are one-way in
nature, the new media allow users to perform a variety of functions such as receive and
alter information and images, make inquiries, respond to questions, and, of course, make
purchases (Waite,2003).

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2.1.6.4 Sales Promotion

The next variable in the promotional mix is sales promotion, which is generally defined as
those marketing activities that provide extra value or incentives to the sales force, the
distributors, or the ultimate consumer and can stimulate immediate sales.
Kotler (2000) states that sales promotion tends to be thought as being different than other
all promotions, apart from advertising, personal selling and public relations. For example,
Buy OneGet One Free. Others include couponing, money-off promotions, competition,
free accessories (Such as free blades with new razors), introductory offers (Such as buying
digital TV and get free installation), and so on.

2.1.6.5 Public Relations

Publicity refers to non-personal communications regarding an organization, product,

service, or idea not directly paid for or run under identified sponsorship. It usually comes
in the form of a news story, editorial, or announcement about an organization and/or its
products and services. Like advertising, publicity involves non-personal communication to
a mass audience, but unlike advertising, publicity is not directly paid for/ by the company.
Consumers generally tend to be less skeptical toward favorable information about a
product or service when it comes from a source they perceive as unbiased. Another
advantage of publicity is its low cost, since the company is not paying for time or space in
a mass medium such as TV, radio, or newspapers. While an organization may incur some
costs in developing publicity items or maintaining a staff to do so, these expenses will be
far less than those for the other promotional programs. Public relations use publicity and a
variety of other tools including special publications, participation in community activities,
fund-raising, sponsorship of special events, and various public affairs activities to enhance
an organization’s image. (Magnus,2000)

2.1.6.6 Personal Selling

Unlike advertising, personal selling involves direct contact between buyer and seller, either
face-to-face or through some form of telecommunications such as telephone sales. This
interaction gives the marketer communication flexibility; the seller can see or hear the
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potential buyer’s reactions and modify the message accordingly. The personal,
individualized communication in personal selling allows the seller to tailor the message to
the customer’s specific needs or situation (.Ennew 2007),

2.1.7 Brand Image

2.1.7. 1 Definition and Concept of Brands

The word Brand is derived from the old Norse word brand, which means “To burn” as
brands were and still are a means by which owners of livestock mark their animal to
identify them (Keller 2004). Gray Eldered, (2003) has identified three components in the
definition of a brand:-
• Identifiers-Name, logo, color, any cues that brings the brand into mind.
• Attributes- Brand attributes include the economic, functional, and emotional
benefits which are assigned to a brand by customers. They can be either positive or
negative and are the basic elements of a brand identity.
• Associations-Connections that customers make between a brand’s identifiers
and its attributes.
The above three components of a brand must be managed properly. In order to do this,
marketers must be able to construct detailed “mental maps” or mental blue prints of
consumers to understand exactly what exists in their minds concerning brands-all their
thoughts, feelings, perceptions, images, beliefs and attitudes toward different brands. These
further enhance manager’s capability of decision making(Keller 2004).

2.1.7.2 Products and Brands

According to Randall(2004) role of brands it is necessary to distinguish three concepts a

product, a brand and a successful brand. A Product is anything that meets the functional
needs of customers. Most suppliers will want to identify their own product and
differentiate it from competitors’ products. They do this by branding it. A supplier will the
normally try to create awareness and preference among customers for its brand.

Brand forms valuable functions for firms. First: they simply product handling or tracing.
Brands help to organize inventory and accounting records. A brand also offers the firm
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legal protection for unique features or aspects of the product. The brand name can be
protected through registered trademarks; manufacturing processes can be protected through
patents; and packaging can be protected through copyrights and designs. These intellectual
property rights ensure that the firm can safely invest in the brand and reap the benefits of a
valuable asset.(Kotler. et al, 2006:274)

2.1.7.3 Concept of Brand Image

Brand image, an essential element in marketing research, is defined as “perceptions about a
brand as reflected by the brand associations held in consumer’s memory” (Keller, 1998).
Although the term brand image has been broadly defined and used in various ways, one
general agreement of the definition is that brand image is a consumer’s overall impression
of a specific brand through the influence of a consumer’s reasoned or emotional
perceptions (Dobni & Zinkhan, 1990).

Brand image is formed by the combined effect of brand associations; (Biel, 1991; Dohni &
Zinkham, 1990; Yoo, Donthu, & Lee, 2000; Keller, 1998, 2003) therefore, brand
association is considered an important factor in several brand image studies.
The brand image can be explained as how the customers perceive the brand. It is the key of
how consumers make their choices after gathering information about the particular brand
and the alternatives (Ataman & Ülengin, 2003).

The process of inductive inference on brand image (Riezebos, 2003,) Figure 2.1 describes
how brand image is formed through three different inductive processes: marketing
communication, consumption experience and social influence. This model is used since it
allows the researches to sort the communicated brand identity variables accordingly to the
way it reaches the consumer and influences its brand image. They are further explained
below individually.

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2.1.7.4. Integrating Brand Identity and Brand Image

Integrating brand identity and brand image Due to increased competition, it is becoming
challenging for marketers to maintain a strong connection between the customer and the
brand (Roy & Banerjee, 2007). Some causes of the aforementioned can be the customers’
ever-increasing demand on the brand, that the customers are not loyal, and/or that the
benefits of a specific brand are not clear to the customer. Furthermore, massive space in
media channels is given to advertising, making it hard for the brands to develop strategies
for effectively reaching the customers, due to noise. For a brand to be able to grow strong
despite the addressed problems, the brand identity and brand image needs to be integrated,
in order to build a lasting bond between the brand and the customers (Roy & Banerjee,
2007).

Melin (1997) agrees and states that the brand owner should strive to make the brand image
mirroring the brand identity. If the brand image and brand identity are not congruent it
implies that there is a problem and that the company need to consider and adjust it. It is
crucial to identify any gap between the two and close it by integrating them. Failure to do
this successfully could cause a major setback 8 for the company in market and hurt the
brand in a way that might be difficult to repair; for example losing their loyal customers
(Roy and Banerjee, 2007).

2.1.7.5. The Importance of having a strong brand image

The brand itself is not just a product with a sign or symbol; the brand is rather an idea that
for example turns the product into something of value (Ind, 2003). It provides uniqueness,
and it is the identifiable factors that one can link to the specific brand. The brand exists to a
large extent due to customers, in particular loyal customers - it is not only the organization
that makes up a brand. This is agreed by Randall (2000) who states that the brand is
defined by the customers’ point of view and that the brand always needs to deliver value. It
is therefore pivotal that the organization realizes the customer’s perception of its brand.

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Furthermore, in order to have a strong brand, brand awareness is of high importance
(Keller, 1998). Brand awareness is created by the familiarity of the brand, meaning that the
consumer should be exposed to it repeatedly through, for example, advertisement
campaigns. However, it is important to note that a brand develops over time, and can be
divided into levels of progress (Ghodeswar, 2008). For newly established companies, there
are three levels particularly interesting.

At the first level, the brand owner seeks to express its identity; in the form of different
labels that can be associated with the company. At the second level, the brand owner aims
to provide the customers with a point of differentiation. The brand seeks to establish a
desired perception in the mind of it’s the customers. Finally, at the third level, the brand
want to establish an emotional connection with its customers to become a distinguished
alternative (Ghodeswar, 2008) Christensen and Askegaard (2001) argue that an
organization with a strong brand, clearly associated with specific benefits, can attract high-
quality personnel. This is agreed in the article ‘Better than Brand X (2007) where it is
stated that a strong brand does not only benefit a company through attracting customers.

In a market where companies are competing over employees it can also have the potential
of attracting the best employees available. According to Le Pla & Parker (2002), a strong
brand is valuable for an organization since it can provide the company with benefits such
as clear companywide focus, higher margins, deep customer loyalty and a higher success
rate with new product launches. One need to realize the importance of having a clear focus
throughout the organization and make sure that focus is not only centered at the top
management, but also that it is congruent in the different levels of the organization.
Otherwise, the management’s view of the brand will lose its focus in the other parts of the
organization and the company might not communicate it congruently to the customer.
Hence, the identity of the brand will not be the same throughout the company.

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2.2 Empirical Reviews

Promotional tools contribute in building and supporting brands by informing, updating,

convincing, and reminding customers about products of that particular brand (Buil et al.,
2013). According to Swamy and Chaipoopirutana (2014), marketing strategies like sales
force, advertising expenditures, public relations, jingles or slogans, symbols, packages and
event marketing have been proposed as factors contributing to dimensions of brand equity
like brand loyalty, perceived quality, brand awareness, brand associations.

Collins and Wright (2014), have done a research in Ireland about bottled water
consumption under the title – “Still Sparkling: The Phenomenon of Bottled Water –
AnIrish Context” They have collected information from 223 individuals to know whether
the purchase decision of bottled water is affected by marketing role of the manufactures.
The finding of the case study with regards to branding states that, when consumers
purchase, they are paying for the brand name. They have argued that the product is after all
water which the consumers are paying for. When visible cues like the bottle and label of
the bottled water are not seen, consumers were not able to differentiate the different
samples of bottled water available for them. The research further found out that marketing
is important for bottled water sellers to get market share in Ireland. Strong market share
was indicated as crucial factor in influencing bottled water brand choice.

Balakrishnan & Kumar ( 2011) in their study “Effect of celebrity based advertisement on
purchase attitude of consumers towards durable products”. Both primary and secondary
data were taken and it was summed up that advertisements having celebrity endorsement
provide information and creates awareness, helps them to recall the brand and motivate
them materialize purchase of products.

Jordy Hartono and Irra Chrisyanti Dewi(2019) in their study on “ The impact of
advertisement towards brand image and purchase intention. Their based on the
distribution of 125 questionnaires through the study. The researchers conclude that
advertisement variables significantly influence brand image. They also emphasis that

21
advertising which are empathy, persuasion, impact and communication affect the brand
image of a company.

In the analyses of these differences numerous studies distinguish between monetary and
non-monetary promotions because each of these categories has clearly differentiated costs
and benefits (Chandon.et al,2000) Monetary promotions, or price promotions, are those
actions which allow the consumer to purchase a product at a lower price than usual.
(Montaner&Pina,2008) concluded that monetary promotions reduce consumer’s
expectations regarding the regular price of the product and reduce brand image
assessments of the promoted product, on the other hand (Ramos and Franco) show that
price deals have not any effect on brand image , also (sinha&smith ,2000) concluded that
the price discount (50%) for one time does not reduce the reference price Non-monetary
promotions embrace a vast variety of actions where the incentive is not directly evidenced
in a lower purchase price. Unlike price promotions, both in professional and academic
contexts, these types of promotions have been recommended because not only do they
have a harmless effect on brand image (Mela.et al,1997), but they may help to reinforce it.

Among many studies a study by Hayan and Mokhles,(2013) reviewed on the purpose of
the study was to examine the effect of promotion type and promotional benefit level on
brand image. The findings of the study showed that there are not significant differences
between the effect of promotion type on brand image. In addition to that which assess the
effect of price discount on brand image will be stronger at high promotional benefit than
free gift. The frequent use of price promotions has a negative impact on perceived quality
and brand association dimensions because this tool leads consumers to think primarily
about price, and not .about the brand (Yao et al. 2000).

A thesis by Ephrem Gossaye (2017) examined the effect of sales promotion on brand
image. The finding of the study showed that sales promotion directly influences brand
image, thus, the more applicable these communication tools, the more effective they are in
increasing positive brand image.

Kyung Hoon Kim et al. (2008) Suggested brand image can create through customer
relationships, trust, customer satisfaction, relationship commitment, brand loyalty, and

22
brand awareness. Further customer relationship is a vital element to creating the positive
image and brand equity and Public relation is the marketing strategy in which organization
builds a healthy relationship with public and target markets to increase their sales and
market share. They also emphasis that is higher the public relation or more sponsorships
and good public relation help to build strong brand image and that create brand equity
for the company . Sandra. E. (2001) public relation assists to raise the demand of a goods
and service or brand without any amount of money. Enhancing the public relations by an
organization can increase the reputation and image which create higher brand value.
(Hamidreza, Amin, and Mostafa 2014) public relation plays a significant and high effect
on the brand image dimension such as brand awareness brand loyalty .

Verhallenet al. (2007) indicate that companies should see the personal selling as a
problem-solving process in which the sales force engages and co-operates towards the
customer, trying to find a solution to the customers‟ problem, rather than only persuading
him to purchase the products or services. In addition, Meidan (2006) claims that it is up to
the sales force to enhance the company’s reputation by looking after its customers.
According to Futrell (2008) Personal selling refers to the personal communication where
one unselfishly persuade a prospective customer to buy something a good or a service, an
idea, or something else that satisfy the individual. Personal selling is the most effective
tool at certain stage of the buying process, particularly in building up buyers preference,
convictions, and actions. It involves personal interaction between two or more people, so
each person can observe the other needs and characteristics and make quick adjustments
(Peter and Donnelly, 1998).

Caroline Muthoni and Barrack Okello(2016) have examined the “Influence of Personal
Selling on Brand Performance”. The study used survey method together data from 100
respondents. Their findings were stated that there was a fairly strong positive relationship
between brand knowledge and personal selling. They also stated that since there was a
fairly strong and positive relationship implies that higher levels of personal selling can be
associated with availability of adequate brand knowledge. So, based on their findings
Based on the findings, the study concluded that there was significant relationship between
brand knowledge and personal selling.

23
According to Christine Adhiambo Odhiambo(2012) Social media can help a small business
reach a target market in a very short time because through the network effect, the message
gets to the target market segment almost instantly at a cheaper cost compared to other
traditional advertising channels like print and radio. He also suggested that the
management of customers’ comments online is a big challenge facing small businesses
because some are very positive and some are “business damaging” meaning negative
comments could potentially impact sales and brand image. Negative comments posted
online could be from a competitor trying to pull down the brand name or turn away
customers.

The study of Rashmi Belwal shows that how social media has become an important tool
for marketing and creating brand awareness. Hartzel et al. (2011) have noted that
interactive marketing strategies which are using social media links such as Facebook and
Twitter will positively affect brand image and create a leverage effect between brand and
consumer.

Thomas, A.R. (2007). The traditional mass marketing approach practiced for decades is no
longer a viable one. Companies should develop direct marketing strategy to build
relationships with their best and most profitable customers. The researcher also find that
companies are discovering that traditional mass marketing approaches are giving way to
more targeted approaches that communicate directly with their customers.

Varghese Abraham & Jerin Joseph (2019) conclude on their study that Direct marketing
establishes a somewhat personal relationship with the customers in the modern
environment, by allowing the customers to purchase the product directly from company.
This type of marketing is experiencing tremendous growth in the digitalized economy.
Their observations have confirmed that direct marketing is the most effective form of
marketing than traditional mass marketing in modern time by building positive brand
image.

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2.3 Conceptual Framework of the Study

The following conceptual framework is developed to clarify the relationship between

independent and dependent variables. As can be seen from figure 1.1, Promotional mix
consists of six elements namely advertisement, sales promotion, public relation, social
media marketing, personal selling and direct marketing.

INDEPENDENT DEPENDENT
VARIABLE VARIABLE

General Advertisement

Public Relation

Social Media Marketing Brand

Image

Sales Promotion

Direct Marketing

Personal Selling

Fig 1.1 Conceptual framework

Source: Own construction based on the literature review, 2021

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2.4 Research Hypothesis

From the above literature reviews six hypotheses were proposed, each of which specifies
and determines the relationship between the variables which finally leads to the effect of
Promotional mix on brand image in FSWC.

H1: Advertisement has a significant and positive effect on Fiker spring water brand image.

H2: Sales of promotion has a significant and positive effect on Fiker spring water brand
image.

H3: Public relation has a significant and positive effect on Fiker spring water brand image.

H4: Social media marketing has a significant and positive effect on Fiker spring water
brand image.

H5: Personal selling has a significant and positive effect on Fiker spring water brand
image.

H6: Direct Marketing has a significant and positive effect on Fiker spring water brand
image.

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CHAPTER THREE
RESEARCH METHODOLOGY

3.1 Research Approach

There are specific questions that the researcher wants to address which include predictions
about possible relationships between the two variables, promotion mix and brand image.
As objectivity is reflected here, quantitative research approach was employed. It involves
collecting and converting data into numerical form so that statically calculations was made
and helps to drawn into conclusions.

A quantitative approach is a means for testing objective theories by examining the

relationship among variables. This study were applied by collecting data using
questionnaires from convenient places for the researcher.

A quantitative research were used to examine the relationship between promotion mix and
brand image by using numbers and statistics to explain and analyses its findings. In this
study, cross sectional research design were also apply where by data are collected from the
pre-defined population only once. This is a research design tailored to investigate
association between a set of independent variables and a dependent variable

3.2 Research Design

Research design refers to the structure of an enquiry. It is the set of methods and
procedures used in collecting and analyzing measures of the variables specified in the
research problem. Design is a logical task undertaken to ensure that the evidence collected
enables us to answer questions or to test theories as unambiguously as possible (Cresswell,
2014).

The study applied an explanatory research design that seeks to explain the subject matter
to be research and tries to answer the question how the independent variable (promotion
mix elements ) affects the dependent one (brand image) in case of Fiker spring water

27
company. It was conducted in order to identify the extent and nature of cause-and-effect
relationship between the two variables.

3.3 Population, Sample size and sampling procedure

3.3.1 Population
The population of this study is infinite. The study held convenience retailers shops of Fiker
spring water which resides in Addis Ababa on three selected sub-cites, namely
AddisKetema ,Bole and Kirkos.

3.3.2 Sample Size

Sampling is the selection of fraction of total number of units of interest for the ultimate
purpose of being able to draw general conclusions about the entire body of unit
(Parasuruman, 2004)
The population of this research include retailors of fiker spring water which resides in
Addis Ababa based on selected locations. But since the population size cannot be precisely
known the study applied the following formula. So, to find out the sample size when the
population is unknown the sample size will determined with the use of Top man formula as
presented below (Hair et al, 2005).

n=z2PQ
E2
Where:
n= required sample size
z= Degree of confidence (i.e. 1.96)2
P= probability of positive response (0.5)
Q = Probability of negative response (0.5)
E = Tolerable error (0.05)
Z= (1.96)2 n= 1.962x0.5x0.5
P=0.5 (0.05)2
Q=0.5 =3.84x0.25
E= (0.05)20.0025

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n= 384 (sample size)

From the above calculation it can be understood that the number participants or subjects
for this study are 384 and the designed questioner were administered to these respondents
and their responses were analyzed and presented in a matter which represents the target
population. The selection of respondents was coniveneit and based on selected sub cities
and by selecting places which are considered to be places where water retailors can be
mostly found. The sub-cities were Addis ketema, bole and kirkos.

3.3.3 Sampling Techniques

The selection of the sample were non-probabilistic sampling technique of convenience
sampling since all the population of the product’s consumer cannot available at the same.
The sampling method that the researcher was used is Convenience sampling, in which
respondents were selected because of their availability or easy access. The primary
selection criterion for convenience sampling relates to the ease of obtaining a sample. Ease
of obtaining the sample relates to the cost of locating elements of the population, the
geographic distribution of the sample, and obtaining the data from the selected elements
(Battaglia, 2008).

3.4 Data Sources and Types

The researcher was used both primary and secondary data sources for the study.

3.4.1 Primary Data

For this study, survey research method were chosen where questionnaires were used to
collect the information.

3.4.2 Secondary Data.

Secondary data were gathered from different research articles, reports, books and other
official publications to develop conceptual framework and review literatures in the area of
product promotion and its impact on Brand image.

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3.5 Data Analysis

The data was collected using questionnaire. After that it was coded and processe by using
the Statistical Package for Social Sciences 20 (SPSS) program. This software has been
widely used by researchers to process data Zikmund (2003).

Descriptive statstics were used to measure frequencies, percentages, means, standard

deviation .Moreover pearson correlation was used to determine the existence of any
relationship between the independent variable and the dependent variable. Multiple
regression were also conducted to examine the effect of promotional mix elements on
brand image.

3.6 Validity and Reliability

3.6.1 Validity

Validity is the extent to which differences found with a measuring instrument reflect true
differences among those being tested, (Kothari,2004). Validity is the most critical criterion
and indicates the degree to which an instrument measures what it is supposed to measure.
In order to ensure the quality, the researcher checked content and construct validity of the
research. Content validity, according to Kohtari (2004), is a measure of the extent to which
a measuring instrument/s provides adequate coverage of the topic under investigation and
how well it provides adequate coverage of the topic under study whereas construct validity
is the degree to which scores on a test can be accounted by the defining construct of a
sound theory

To check its validity, questionnaire were checked and commented by Fiker spring water
marketing Management team and the advisor. A pilot-test were made before the main
questionnaire distributes. Adjustments were then made on wording and content of the
questionnaire.

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3.6.2 Reliability

It is the extent to which a measurement reproduces consistent results if the process of

measurement were to be repeated (Malhotra & Birks, 2007). In order to check the internal
consistency of the instrument, first, pilot study used on 30 respondents and then reliability
test were conducted using Cronbach-Alpha. Cronbach alpha is widely used in educational
research when instrument for gathering data have items that are scored on a range of
values, i.e. different items have different scoring points or attitude scales in which the item
responses are in continuum Oluwatayo, 2012). In this study, all the independent variables
and dependent variable, met the above requirement. The alpha value is identified and
summarized below table:

Table 3.1 Reliability Test

Cranach’s
No Variables Number of Items
Alpha
1 General Advertisement 0.863 8

2 Sales Promotion 0.769 3

3 Public Relation 0.767 5

4 Social Media Marketing 0.990 7

5 Personal Selling 0.723 4

6 Direct Marketing 0.873 4

7 Brand Image 0.765 6

Source: SPSS Result , 2021

Therefore, the reliability of the above 38 items that are critical to determine the effect of
promotional mix on brand image has been tested using Cronbach’s alpha. According to
Hair et al. (2006) the reliability coefficient which is more than or equal to 70 % (A>0.7) is
acceptable. So, reliability of the question was evaluated and the result (Cronbach’s
Alpha)was used to test the reliability of the material used in this research. Thus, the
reliability coefficient of the above items is greater than 70%(A>0.7) .

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3.7 Ethical Consideration
This section considers ethical issued that needs Special attention while conducting the
research:

• Voluntary participation of respondents in the research were guaranteed.

• Respondents participated based on informed consent.
• The use of offensive, discriminatory, or other unacceptable language needs to
be avoided in the formulation of Questionnaire
• Privacy and anonymity or respondents are of a paramount importance.
• Adequate level of confidentiality of the research data should be ensured.
• The researcher was independent and impartial.

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CHAPTER FOUR
DATA PRESENTATION, ANLAYSIS AND INTERPRETION

4.1. Introduction

This chapter present data analysis and findings of the study. The main objective of the
study was to understand the effect of the Promotional mix elements programs on the
customer brand image of Fiker Spring Water Company in Ethiopia, based on the data
which was obtained from respondents in Addis Ababa, through questionnaires.

Statistical Package for Social Science programs (SPSS) 20 was used for data processing.
The methods used in includes descriptive analysis and multiple regression analysis.
Descriptive analysis is used to summarize the general profile of respondents while multiple
regression analysis is applied to determine whether the proposed independent variables
(Advertising, sales promotion, personal selling, social media, public relation and direct
marketing) have effect on the dependent variable (Brand Image).

4.2. Samples and Response Rate

A total of 384 questionnaires were distributed, and 364 were received back. After
excluding 17 invalid questionnaires, a total of 347 valid questionnaires were accepted for a
response rate of 94.79%. Therefore, out of the 384 questionnaires distributed, 90.36% of
the subjects returned valid questionnaires.

4.3. Demographic Profile of Respondents

The samples of this study have been classified according to three demographic background
information collected during the questionnaire survey. The purpose of the demographic
analysis in this research is to describe the characteristics of the population such as the
number of respondents‟ proportion of males and females in the population, educational
background and the stay year in the market of respondents.

33
Table 4. 1 The demographic composition of respondents

Frequency Percent Cumulative

Percent
Gender Male 198 57.1 57.1
Female 149 42.9 100.0
Total 347 100.0
Educational Elementary
Background School 138 39.8 39.8
Secondary
School 38 11.0 50.7
Diploma 139 40.1 90.8
Bachelor Degree 28 8.1 98.8
Masters and
Above 4 1.2 100.0
Total 347 100.0
Stay Years In
the Market 1-3 years 59 17.0 17.0
4-7years 120 34.6 51.6
8_10years 44 12.7 64.3
More than 10
124 35.7 100.0
years
Total 347 100.0

Source: SPSS Result, 2021

It is evident from the table that the majority respondents were males (57.1%), whilst 42.9%
of the participants were males. The major participants which stay in the market were more
than 10 years (35.7%). The major participants Furthermore, the academic qualification of
the respondents dominated by diploma and Elementary school, which consist 40.1% and
39.8% respectively. In summary, the majority of the respondents were males within more
than 10 years long in the market having predominantly elementary and diploma holders.

34
4.4 Descriptive Statics Results of Variables

Table 4.2 : Descriptive statistics for variables

Overall level of perception on variables N Mean Standard

Deviation
347 3.66 1.00
General advertisement
347 3.78 1.02
Sales promotion
347 4.43 0.72
Public relation
347 3.24 0.92
Social media marketing
347 3.66 1.09
Personal selling
347 4.08 1.08
Direct Marketing
347 3.80 1.07
Brand Image
Source: SPSS Result, 2021
As indicated above in Table 4.2, respondents mean values show that the retailors’ chose
more agree among the alternatives of the Likert scale(Advertising mean=3.66
Std.Deviation=1.00),(sales promotion mean=3.78 Std. Deviation= 1.02) ,(Public Relation
mean=4.43 Std.Deviation=0.72),(social media mean=3.24 Std. Deviation= 0.92),( Personal
selling mean= 3.66 Std. Deviation=1.09)( personal selling mean= 4.08 Std.
Deviation=1.08)( Brand image mean= 3.80 Std. deviation=1.07).From six promotional mix
communication elements Public relation t have the highest mean value and Social media
holds the lowest mean value.

4.5. Inferential Analysis

4.5.1. Correlation analysis

Pearson correlation coefficient (r) is a measure of the strength of the association between
the variables. Theoretically, there could be a perfect positive correlation between variables
which is represented by1.0 (plus1), or a perfect negative correlation which would -
1.0(minus 1) while correlation range between -1.0and +1.0 As per Marczyk, et al., (2005)

35
general guidelines of correlations of .01 to .30 are considered small, correlations of .30 to
.70 are considered moderate, no correlations of .70 to .90 are considered large, and
correlations of .90 to 1.00 are considered very large.

Table 4.3 Pearson’s Correlation

Promotional Mix Correlations Brand Image

Advertising Pearson Correlation .752**
Sig.(2-tailed) .000
N 347
Sales Promotion Pearson Correlation .447**
Sig.(2-tailed) .000
N 347
Public Relation Pearson Correlation .386**
Sig.(2-tailed) .000
N 347
Social media Pearson Correlation .143**
Sig.(2-tailed) .008
N 347
Personal Selling Pearson Correlation .539**
Sig.(2-tailed) .000
N 347
Direct Marketing Pearson Correlation .158**
Sig.(2-tailed) .003
N 347
**. Correlation is significant at the 0.01 level (2-tailed)
Dependent Variable: Brand Image
Source: SPSS Result, 2021

36
As it is clearly indicated in Table 4.2 below , a strong and positive relationship was found
between general advertisement and brand image (r =.752, p < .05); moderate and positive
relationship was found between sales promotion and brand image (r = .447, p < .05), public
relation and brand image (r = .386, p < .05), personal selling and brand image (r = .539, p
< .05) AND a small and positive relationship was found between social media and brand
image (r =-.143, p < .05), direct marketing and brand image (r = .158, p < .05), AND
which are statistically significant at 95% confidence level. This shows that the factors have
small to strong correlation and have an impact on brand image.

4.5.2 Assumption Test in Regression

4.5.2.1 Normality Assumption
One of the ways that these assumptions can be checked is by inspecting the histogram
plot and the normal probability plots of the regression standardized residuals that were
requested as part of the analysis. These are presented in normal P-P Plots of regression
standardized residuals graph.

In normal probability plots the points lie in reasonably, straight diagonal line from bottom
left to top right. This would suggest no major deviations from normality. The finding from
normal P=P Plot reveals no violation of normality assumptions. For kurtosis the normal
value is less than 3 whereas for skewness the normal value is supposed to be less than
6(Asghar andSaleh 2012).

Therefore as shown as in table Table 4.4 below, the data has been drawn from a normally
distributed population or the population from which the data come is normally distributed
because the value for both kurtosis and skewness is found to be normal.

37
Table 4.4 Normality Test
Descriptive Statistics
N Std. Skewness Kurtosis
Variables Deviation
Statistic Statistic Statistic Std. Error Statistic Std.
Error
Brand. Image 347 1.06898 -.323 .131 -1.100 .261

Advertisement 347 1.00287 -.128 .131 -1.118 .261

Sales Promotion 347 1.02364 -.217 .131 -1.076 .261

Public Relation 347 .72115 -1.083 .131 -.109 .261

Social Marketing 347 .91855 .173 .131 -.581 .261

Personal. Selling 347 1.09281 -.324 .131 -.994 .261

Direct. Marketing 347 1.07918 -.792 .131 -.645 .261

Valid N (listwise)
Source: SPSS Result, 2021

In study the researcher used histogram to measure the normality of the data. According to
Gujarati, 2005 if the data is normally distributed the result will be bell shaped histogram,
accordingly, as presented in the figure below the histogram of this study data is bell
shaped. So, this depict that the data for this study is normally distributed.

38
Fig 3. 1 Histogram

Source: SPSS Result, 2021

39
4.5.2.2 Linearity Assumption

The second assumption for computing multiple regressions is testing of the linear
relationships between dependent and the independent variables. As depicted in the below
p-p plot, figure - 3.2, the visual inspections of the P.P plot shows there exists a linear
relationship between the independent variables (promotional mix elements) and the
dependent variable (Brand Image).As shown as in the Fig 3.2 below, the data’s are close to
the straight regression line so it shows that there is no linearity issues.

Fig 3. 2 P-P Plot

Source: SPSS Result, 2021

40
4.5.2.3 Multi collinearity

Multi collinearity refers to the situation in which the independent/predictor variables are
highly correlated. When independent variables are multi collinear, there is “overlap” or
sharing of predictive power. This may lead to the paradoxical effect, whereby the
regression model fits the data well, but none of the predictor variables has a significant
impact in predicting the dependent variable Existence of multi collinearity can be checked
using “Tolerance” and “VIF” values for each predictor variables. Tolerance values less
than 0.10 and VIF (variance inflation factor) greater than 10 indicates existence of multi
collinearity (Robert, 2006).

Table 4.5 Multi Collinearity Test

Independent Variable Collinearity Statistics

Tolerance VIF
General Advertisement .442 2.262
Sales Promotion .707 1.424
Public Relation .820 1.220
Social Media Marketing .973 1.028
Personal Selling .496 2.015
Direct Marketing .925 1.082
Dependent Variable: Brand Image
Source: SPSS Result, 2021
As you can see the data in table 4.5, multi collinearity is not an issue since the Tolerance
value is greater than 0.10 and variance factor is not greater than 10. This shows that there
is no multi-collinearity problem with in the model.

41
4.5.2.4 No auto correlation

Regression analysis is based on uncorrelated error/residual terms for any two or more
observation (Kothari, 2004). This assumption is tested for each regression procedure with
the Durbin-Watson test, which test for correlation between variables residuals. The test
statistic can vary between 0 and 4 with a value of 2 meaning that the residuals are
uncorrelated (Field, 2009). A value greater than 2 indicates a negative correlation between
adjacent residuals, whereas a value below 2 indicates a positive correlation. As a rule, the
residuals are independent (not correlated) if the Durbin-Watson statistic is approximately 2
(see Table 4.6), and an acceptable range is 1.50 - 2.50 (Muluadam, 2015).

Table 4.6 No auto-correlation test

Model Summaryb

Model R R Square Adjusted Std. Error of Durbin-Watson

R Square the Estimate
1 .814a .662 .656 .62709 1.982
a. Predictors: (Constant), GA,SP,PR,SM,PS,DM
b. Dependent Variable: BI
Source: SPSS Result, 2021

4.6 Multiple Regression Analysis

Multiple regression analysis was employed to examine the influence of Promotional mix
elements of a product (advertisement, social marketing, sales promotion, public relation,
direct marketing ad personal selling) on brand image.

42
Table 4.7 Model Summary

Model Summaryb

Model R R Square Adjusted R Square Std. Error of the Estimate

a
1 .814 .662 .656 .62709
a. Predictors: (Constant), GA,SP,PR,SM,PS,DM
b. Dependent Variable: BI
Source: SPSS Result, 2021
The regression model presents how much of the variance in the measure of brand image
is explained by the promotional mix elements. The predictor variables i.e. advertisement,
social marketing, sales promotion, public relation, direct marketing and personal selling
explained 66.2 % of the variance brand image was explained by the variation of the six
predictor variables. The other variables that were not considering in this study contribute
33.8% of the variability of purchase decision.

Table 4.8 ANOVA

ANOVAa
Model Sum of Squares Df Mean Square F Sig.
Regression
261.676 6 43.613 110.904 .000b
Residual 133.704 340 .393

Total 395.381 346

a. Dependent Variable: BI
b. Predictors: (Constant), GA,SP,PR,SM,PS,DM
Source: SPSS Result, 2021
For the purpose of determining the extent to which the independent variable such as
advertisement, social marketing, sales promotion, public relation, direct marketing and
personal selling were examined on dependent variable (brand image) using multiple
regression. Regression analysis was employed after the study met the regression
assumptions. The significance level of 0.05 with 95 % confidence interval was used.
The F test is used to find out the overall probability of the relationship between the
dependent variable and all the independent variables occurring by chance (Saunders, et al.,

43
2009). The Analysis of Variance (ANOVA) indicates that the F value of 110.904 with
significance level of 0.000 and since the observed significant is less than 0.05. (F) Value
was (110.904) at 0.000 which states that there is statistically significant effect of product
diversification on brand image.

Table 4.9 Value of coefficients

Unstandardized Standardize
Model Coefficients d t Sig.
Coefficients

B Std.Error Beta
(Constant) -1.767 .306 -5.776 .000
Advertisement .540 .051 .507 10.689 .000

Sales Promotion .163 .039 .156 4.152 .000

Public Relation .437 .052 .295 8.472 .000

Social Media
.075 .037 .065 2.025 .044
Marketing
Personal. Selling .139 .044 .142 3.170 .002

Direct Marketing .072 .032 .073 2.221 .027

a. Dependent Variable: Brand Image

Source: Survey result 2021

Table 4.9 implies that:

• If advertisement increases by 1 percent, brand image will increase by 54.0 % Thus,
the researcher confirms that advertisement has a positive effect on Fiker Spring
water brand image.
• If sales promotion increases by 1 percent, brand image will increase by 16.3 %. Thus,
the researcher confirms that sales promotion has a positive effect on Fiker Spring
water brand image.
• If public relation increases by 1 percent, brand image will increase by 43.7% Thus,
the researcher confirms that public relation has positive effect on Fiker Spring water
brand image.

44
• If social media marketing increases by 1 percent, brand image will increase by by
7.5% Thus, the researcher confirms that social media marketing has positive effect on
Fiker Spring water brand image.
• If personal selling increases by 1 percent, brand image will increase by 13.9% Thus,
the researcher confirms that personal selling has positive effect on Fiker Spring
water brand image
• If direct marketing increases by 1 percent, brand image will increase by 7.2% Thus,
the researcher confirms that social media marketing has positive effect on Fiker
Spring water brand image.
The linear regression equation
BI= a + (B1) AD + (B2) SP+ (B3) PR +(B4) SM + (B5) PS+ (B6)DM + e
Where BI=Brand Image
▪ AD=Advertising
▪ SP=Sales promotion
▪ PR=Public Relation
▪ SM=Social Media
▪ PS=Personal Selling
▪ DM=Direct Marketing
▪ e=error
Whereas; B1, B2, B3, B4 , B5 & B6 are = beta coefficients.
Therefore, from table below we can say that
BP=-1.767+0.540AD+0.163SP+0.437PR+0.075SM+0.139PS+0.072DM+e

4.7 Hypothesis Testing

According to the research method, Linear Multiple Regression is used to test the
hypotheses. There are six hypotheses that aim to see if there is relationship between the six
independent variables of promotional mix and brand image. The Sig result of each
hypothesis test is less than 0.05. The tests are summarized as follows:

45
Hypothesis Beta P<0.05 Result
H1: Advertising has a .540 .002 Supported
significant and positive
relationship Fiker spring
water brand image.

H2: Sales of promotion has .163 .000 Supported

significant and positive
relationship on Fiker spring
water brand image.

H3: Public relation has .437 .000 Supported

significant and positive
relationship on Fiker spring
water brand image.
.

H4: Social media .075 .000 Supported

marketing has significant
and positive relationship on
Fiker spring water brand
image.
.

H5: Personal selling has .139 .036 Supported

significant and positive
relationship on Fiker spring
water brand image.

H6: Direct Marketing has .072 .035 Supported

significant and positive
relationship on Fiker spring
water brand image.

Source:Survey result 2021

Table 4.10 also indicates that advertising, sales promotion, public relation, social media
marketing, personal selling and direct marketing have significant effect on brand image at
95% confidence level, since their p-values (0.002 for advertising,0.000 for sales
promotion, 0.000 for public relation 0.000for social media, 0.036 for personal selling ,
0.035 for direct marketing ,) less than the significance level 0.05.

46
4.8 Discussion

H1: The results of table showed that the p-value of advertisement is P < 0.05. Therefore, its
contribution to brand image is significant. Therefore, its contribution to brand image is
significant. This finding is in-lined with the findings of Jordy Hartono and Irra Chrisyanti
Dewi(2019) in their study on “ The impact of advertisement towards brand image and
purchase intention”. They conclude that advertisement variables significantly influence
brand image. They also emphasis that advertising which are empathy, persuasion, impact
and communication affect the brand image of a company.

H2: The results of table showed that the p-value of sales promotion is P < 0.05. Therefore,
its contribution to brand image is significant. Therefore, its contribution to brand image is
significant. This finding is in-lined with the findings (Blattberg & Neslin, 1990) sales
promotion is a key ingredient in marketing campaigns which consist of collection of
incentive tools to stimulate quicker or greater purchase of particular products by the
consumers. Similarly Brassington & Pettitt, 2000) states that sales promotion are range of
marketing technique that are designed to add value to a product or services over and above
the normal offering in order to achieve specific sales or marketing objective

H3: The results of table showed that the p-value of public relation is P < 0.05. Therefore,
its contribution to brand image is significant. Therefore, its contribution to brand image is
significant. This finding is in-lined with the findings Sandra. E. (2001) public relation
assists to raise the demand of a goods and service or brand without any amount of money.
Enhancing the public relations by an organization can increase the reputation and image
which create higher brand value. Similarly the hypothesis supports by the findings of
(Hamidreza, Amin, and Mostafa 2014) public relation plays a significant and high effect
on the brand image dimension such as brand awareness brand loyalty.

H4: The results of table showed that the p-value of Social media marketing is P < 0.05.
Therefore, its contribution to brand image is significant. This finding is in-lined with the
findings Christine Adhiambo Odhiambo (2012) Social media can help a small business
reach a target market in a very short time because through the network effect, the message
gets to the target market segment. The study of Rashmi Belwal(2016) shows that how
47
social media has become an important tool for marketing and creating brand awareness. In
fact it is foreseen that in the near future there will be a paradigm shift from traditional
advertising to social media platforms.

H5: The results of table showed that the p-value of personal selling is P < 0.05. Therefore,
its contribution to brand image is significant. Therefore, its contribution to brand image is
significant. This finding is in-lined with the findings Verhallenet al. (2007) indicate that
companies should see the personal selling as a problem-solving process in which the sales
force
and co-operates towards the customer, trying to find a solution to the customers problem,
rather than only persuading him to purchase the products or services. In addition, Meidan
(2006)claims that it is up to the sales force to enhance the company’s reputation by looking
after its customers.

H6: The results of table showed that the p-value of direct marketing is P < 0.05. Therefore,
its contribution to brand image is significant. Therefore, its contribution to brand image is
significant. This finding is in-lined with the findings Varghese Abraham & Jerin Joseph
(2019) conclude on their study that Direct marketing establishes a somewhat personal
relationship with the customers in the modern environment, by allowing the customers to
purchase the product directly from company.

48
CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND

RECOMMENDATIONS

5.1 Introduction

The result of the analysis of this study has been discussed in the earlier chapter. The focus
of this chapter is going to be in the summaries of the findings, conclusion,
recommendation and areas for further researches.

5.2. Summary of Findings

The objective of this research is to examine the effects of promotional mix elements on
brand image in case of Fiker spring Water Company. As such, the researcher studied
various promotional mix elements types such as advertisement, sales promotion, social
media marketing, personal selling, public relation and social media marketing that affect
Brand image of Fiker spring water retailers. The study was conducted by distributing a
total of 384 questionnaires; i.e. 384 questionnaires were distributed to the retailors shops in
selected three sub-cites. 347 questionnaires were valid for the analysis and findings.

The result of this research provides important information about the impact of promotional
mix on brand image and leads us towards the most effective promotional mix practices.
With respect to the six objectives, the result of the study examine how the promotional mix
elements affects brand images of Fiker Spring Water. This is given by the descriptive
statistics of perception towards promotional mix elements and brand image where
respondents have shown their attitude towards promotional mix elements and brand image
with the following results of means score:

49
• The overall mean for the perception of general advertisement is 3.66, indicating that
the majority of respondents are towards agreeing level of agreement with the
statements specified in the study.
• The overall mean for the perception of sales promotion is 3.78, indicating that the
majority of respondents are towards agreeing level of agreement with the statements
specified in the study
• The overall mean for the perception of public relations is 4.43, indicating that the
majority of respondents are towards agreeing level of agreement with the statements
specified in the study
• The overall mean for the perception of social media marketing is 3.24, indicating that
the majority of respondents are towards agreeing level of agreement with the
statements specified in the study
• The overall mean for the perception of personal selling is 3.66, indicating that the
majority of respondents are towards agreeing level of agreement with the statements
specified in the study
• The overall mean for the perception of direct marketing is 4.08, indicating that the
majority of respondents are towards agreeing level of agreement with the statements
specified in the study.
• The findings revealed that six components of Promotional mix: advertisement, public
relation sales promotion, personal selling, social media and direct marketing are
correlated with brand image of Fiker spring water brand.
• Pearson correlation coefficient shows that there is strong relationship with one of the
independent variables which is advertisement with dependent variable (brand image)
i.e. 0.753
• The correlation between the other two independent variables (public relation, personal
selling, and sales promotion) and dependent variable (brand image) have positive and
moderate correlation .i.e. 0.386,0. 539 and 0. 447 respectively.
• The correlation between the rest two independent variables (social media marketing
and personal selling) have positive and small correlation i.e. 0.143 and 0.158
respectively.

50
• The result of multiple regression analysis between dependent variable (brand image)
and independent variables (Advertising, Sales promotion, Public relation, Personal
selling, Social media and Direct marketing). The six independent variables, multiple
regression analysis revealed that all were a significant predictor of consumers fiker
spring water brand image by the p-value (p<0.05). The effect of the independent
variables on fiker spring water brand image was found significant. The nature of
relationship was positive for Advertisement (β=0.540), Public relation (β=0.437) and
Personal selling (β=0.139), Sales promotion (β=-0.163), social media (β=0.075) and
Direct Marketing (β=0.072).

5.3 Conclusion

The study reveals that advertisement and public relation is most dominant factor which
have effect on brand image. The major tools of promotional tools comprising
advertisement, sales promotion, public relation, social media marketing, and personal
selling ad direct marketing were evaluated. From the research, it is found that there exists
significant relationship between brand images.
Among elements of Promotional mix communication public relations and advertisement is
the most important factors which have effect on brand image, which means that they are
more in touch with these tools as compare to other. Sales promotion is other factors next
to advisements for the effect of brand image. It is revealed that respondents were satisfied
with the package on how fiker spring Water Company provides.

On the other hand, personal selling is significant for influencing brand image. Personal
selling activities, is significant for preferring fiker water brand products due to the fact that
fiker water companies practice such activities. It is also revealed that respondents were
very satisfied with information on how sales persons and how the company direct
promotes the organization brand and information on the benefits of the promotion.
Social media marketing and direct marketing less implemented and also not
efficiently implemented to affect them to brand image as compared to other promotional
mix communication tools.

51
A plausible explanation of this can be that in Fiker spring water products, which are one of
spring water products, promotional mix elements of products are highly important. Based
on the findings of this research it can be concluded that integrated marketing
communication as a marketing strategy is viewed in a positive light influencing Brand
image has been effective. Because of the increasing competition in spring water industry,
now a days it becomes very difficult for those companies to hold consumers’ attention
towards their product. Based on feedback and analysis this study it can be concludes that
fiker spring water Promotional mix communication implementation strategy meets its
target in creating positive brand image.

A better understanding of applying promotional mix indisputably triggers managers to

pursue a more effective policy by which a more adequate sales will be stimulated. It is
important that firms that have poor marketing strategy turn to this sort of promotion
product stand out effectively from the other surrounding order. Since brand image is
positively influenced by promotional mix, it can be creatively used to hold consideration of
retailors and to create responsiveness. Promotional mix can be used as an effective tool to
stand out in spring water industries for retailors. This research concludes that Promotional
mix elements is the best way to influence the retailors on the brand image because the
retailors are positively affected by Promotional mix communication implementations.

5.4 Recommendation

From the results of the research, it has been observed that retailers responded positively to
the various promotional mix elements offered by Fiker Spring water . Based on the major
findings of the study and conclusion drown above, the following recommendations are
made.

• It is essential for fiker spring water digital marketing team to pay more attention in
increasing their Social media promotional activities practice specifically should pay
more attention to use more of Facebook, Instagram and Telegram for achieving wide

52
reach since they are most frequent and widely used and for providing adequate product
information. Since the study results showed a weakness in this activities.
• Results of the research show that advertisement and public relation have a strong
directly influences on brand image, thus, the more applicable these communication
tools, the more effective they are in increasing positive brand image. Thus, managers of
marketing unit of Fiker Spring water Company with their proposed strategies try to
increase the level of customers' awareness of brand and exposure to different
advertisement and public relation techniques and consequently these activities take
place to increase brand image.
• Social media and direct marketing was not communicated well to most retailors of
fiker spring water as compare to as the advertisement and public relation. . Taking
action in this regard could increase the effect of those promotional mix elements (sales
promotion, personal selling and direct marketing) for a rise in brand image.
• Company has to focus on how unbalanced their promotion mix elements are and try to
make balance strategically and interpret them.
• The strategic impact of promotion is best observed when they are designed or built in
strategic plan of product diversification activities, coordinated with promotional mix
tools and integrated with the business strategy.

5.5 Future studies

This study has explored the effect of promotional mix communication on brand image in
the case of Fiker spring water brand. The study was based on three sub cites in Addis
Ababa.( Bole, kirkose and Addis ketema). Further research is needed to validate the results
reported in this study by extending this research to include the rest of sub-cities and
broader region in order to ascertain if the present findings are applicable to the broader
population of Fiker water spring brand and other spring water brands as well.

53
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59
APPENDIX

St. Mary’s University School of Graduate Studies

Masters of Business Administration

The Effect of Promotional Mix and Brand Image

Dear Sir/Madam

My name is HillinaGirma Moges and I am MBA student at St.Mary’s University. The

statement below is intended to gather information on promotional mix and brand image of
Fiker spring water. Suggest the best of your knowledge and opinion against each of the
statements given.

The information obtained from this guide will be treated with utmost confidentiality
and will not be used for any other purpose other than academic for which it is
intended.

Thankyou in advance for accepting to take part in the program.

Note:

- No need of writing your name

- Mark on the space provided to choose

Section 1: General Information

For each question, Please tick [✓] in the box adjacent to the option that is closet to the
organization’s experience.

1. What is your gender?

60
Male Female

2. Select your Highest academic or professional qualification?

Elementary School

Secondary School Diploma

Bachelor degree Masters degree and above
3. How long you have been in the market?

1-3 years 8-10 years

4-7 years More than 10 years

Section 2: Questionnaire on determinants of promotional mix

Note:

The weight for ‘Strongly agree’ choice is5

The weight for ‘Agree’ choice is4

The weight for ‘Neutral’ choice is3

The weight for ‘Disagree’ choice is2

The weight for ‘Strongly Disagree ‘choice is1

General Advertisement
N.o Items Strongly Agree Neutral Disagree Strongly
Agree Disagree
1 Advertisement of Fiker Spring Water
Brand is highly attractive and catchy than
the competitors
2 Celebrity endorsement of Fiker Spring
water is attractive in promoting the brand
name and phrase.
3 The advertisement for Fiker spring water
is interesting and exciting
4 I have seen frequently the advertisement
of Fiker spring water on Television
5 I have heard frequently the advertisement

61
of Fiker spring water on Radio
6 I have seen frequently the Billboard
advertisement of Fiker spring water on
the road.
7 Fiker Spring Water Brand is widely
advertised compared to other competing
spring water products
8 The Advertisement of Fiker spring water
is Unique and creative.

Sales Promotion
N.o Items Strongly Agree Neutral Disagree Strongly
Agree Disagree
1 Packages practiced by Fiker spring water
Company is attractive.
2 Packages have frequently practice by
Fiker spring water company.
3 Compared to competitors Fiker spring
water provide a good package while
maintaining the product quality.

Public Relation
N.o Items Strongly Agree Neutral Disagree Strongly
Agree Disagree
1 Fiker spring water is engaged in public
projects.
2 Fiker spring water supports street
dwellers.
3 Fiker spring water has a strong image by
participating in humanitarian
association.
4 Fiker spring has a good name by
participating of on sponsorship activities
5 Fiker `spring has favorable press
releases frequently

62
Social-Media Marketing
N.o Items Strongly Agree Neutral Disagree Strongly
Agree Disagree
1 I am frequently exposed to the FIKER
SPRING water’s marketing activities in
social media.
2 I often see FIKER SPRING Water
product through social media.
3 I am aware of FIKER SPRING water
Facebook page.
4 I am aware of FIKER SPRING water
YouTube page
5 FIKER SPRING water brand offers an
adequate information through social
media
6 Facebook marketing activities of Fiker
spring water is helping in value creation
of the product.
7 You tube marketing activities of Fiker
spring water is helping in value creation
of the product

Personal Selling

N.o Items Strongly Agree Neutral Disagree Strongly

Agree Disagree
1 The sales person has adequate
knowledge about the product
2 The sales person explains well about the
Fiker spring water product.
3 The sales persons are friendly than those
of other competitor in spring water
products.
4 The sales persons have great service
attitude.

63
Direct Marketing

N.o Items Strongly Agree Neutral Disagree Strongly

Agree Disagree
1 Fiker spring water uses a good direct
marketing.
2 The direct marketing used by Fiker
spring water provide enough
information to compare different spring
water product providers
3 The direct marketing used by Fiker
spring water provide enough
information to judge the product
quality.
4 The direct marketing used by Fiker
spring water
help me keep up-to-date about products
which available at different times.

Brand Image

N.o Items Strongly Agree Neutral Disagree Strongly

Agree Disagree
1 Fiker spring water brand image is
positively placed on its promotion
2 When I think of spring water, I think of
Fiker spring water brand .
3 FIKER SPRING water has a favorable
image on my mind
4 The promotional tools used by Fiker
spring has brought more customerthan
other spring water products.
5 Fiker spring water products delivers
what they promised on their promotion
tools.
6 I can recognize Fiker spring water brand
among other competingspring water
products.

Thank you for your precious time

64
ቅድስተማርያም ዩኒቨርስቲ

የድሕረ ምረቃ ትምህርት ቤት

ማስተርስ እና ቢዝነስ አድሚኒስትሬሽን

ህሊና ግርማ ሞገስ እባላለሁ፡፡ በቅድስተማርያም ዩኒቨርስቲ በድህረ-ምረቃ ትምህርት ቤት ኤም ቢ ኤ /MBA/ ተማሪ
ነኝ፡፡ በአሁኑም ወቅተ የመመረቂያ ፅሁፌን በ The effect of Promotional mix on Brand Imager: Case
of Spring water (የፍቅር ውሀ መርት ላይ) ሲሆን በመጠይቁ ላየ ያሉ ጥያቄዎችን ካለዎት እውቀት በመነሳት
እንዲሞሉልኝ በአክብሮት እጠይቃለሁኝ፡፡

የመረጃዎች ሚስጥራዊነት በደንብ የተጠበቀ እና ለሌላ አላማ የማይውል እና ትምህርታዊ ዓላማ መሰረት ያደረግ ነው፡
፡ የጥናታዊ ፅሁፉን መጠይቅ ለመሙላት ፈቃደኛ ስለሆኑ ከወዲሁ ከልብ አመሰግናለሁ፡፡

ማስታወሻ

 ስምዎትን መፃፍ አያስፈልግም

 ለመመረጥ በተቀመጠው ክፍት ቦታ ላይ ይጠቀሙ

ክፍል 1፡- ጠቅላላ መረጃዎች

➢ ለእያንዳንዱ ጥያቄዎች ላይ መልሱን እባክዎችን () ይህን ምልክት በሳጥኑ ላይ ያስቀመጡ፡፡
1) ፆታ ወንድ ሴት
2) የትምህርት ዝግጅት
1ኛ ደረጃ የመጀመሪያ ዲግሪ
2ኛ ደረጃ ማስተርስ እና ከዚያ በላይ
ዲኝሎማ
3) በገበያው ውስጥ ለምን ያህል ጊዜ ቆዩ?
1-3 አመታት 8-10 አመታት
4-7 አመታት 10 አመታት በላይ

65
ክፍል 2፡- የማስታወቂያ መንገዶችን በተመለከተየመጠይቅ ክፍል
ማስታወሻ፡-
የመለኪያ መስፈርት ለ "በጣም እስማማለሁ" 5
የመለኪያ መስፈርት ለ " እስማማለሁ" ……. 4
የመለኪያ መስፈርት ለ "ገለልተኛ " ………….. 3
የመለኪያ መስፈርት ለ "አልስማማም"……….. 2
የመለኪያ መስፈርት ለ "በጣም አልስማማም" .. 1

ጠቅላላ ማስታወቂያ
በጣም በጣም
ተ.ቁ መግለጫዎች እስማማለሁ ገለልተኛ አልስማማም
እስማማለሁ አልስማማም"
1 የፍቅር የምንጭ ውሀ የምርት ማስታወቂያው ከሌሎች
ተወዳዳሪዎች ይልቅ በጣም ውብ እና በቀላሉ የሚያዝ
ነው፡፡
2 የፍቅር የምንጭ ውሀ የዝነኛ ሰው የምርት
ማስተዋወቂያው
የምርትስሙንእናሀረጉንበማስተዋወቅረገድማራኪነው፡፡

3 የፍቅር ውሀ ማስታወቂያ በጣም ሳቢና አስደሳች ነው

4 የፍቅር ውሀ የቴሌቪዥን ማስታወቂያ ብዙ ጊዜ አያለሁ
5 የፍቅር ውሀ የሬዲዮ ማስታወቂያ ብዙ ጊዜ
አደምጣለው
6 የፍቅር ውሀን የቢልቦርድ ማስታወቂያ ብዙ ጊዘ
በመንገድ ላይ እመለከታለሁ፡፡
7 የፍቅር ውሀ ማስታወቂያ ከሌሎች ተወዳዳሪዎች አንፃር
በስፋት ይተዋወቃል፡፡
8 የፍቅር ውሀ ማስታወቂያ ፍቅር ውሀን ከሌሎች የታሸገ
ውሀ እንድለየው አድርጎኛል

በጣም በጣም
ተ.ቁ መግለጫዎች እስማማለሁ ገለልተኛ አልስማማም
እስማማለሁ አልስማማም"
1 በፍቅር ውሀ የሚተገበሩ ፓኬጅ በጣም ሳቢ ናቸው
2 ፓኬጅ ብዙውን ጊዜ በፍቅር ውሃ ድርጅት
ይተገበራሉ
3 ከተወዳዳሪ የውሃ አምራች ድርጅቶች ጋር ሲነፃፀር
ፍቅር ውሀ የምርቱን ጥራት ጠብቆ ጥሩ የማስታወቂያ
ሽያጭ ያቀርባል
የማስታወቂያ ሽያጭ

66
የሕዝብ ግንኙነት
በጣም በጣም
ተ.ቁ መግለጫዎች እስማማለሁ
እስማማለሁ ገለልተኛ አልስማማም
አልስማማም"
1 ፍቅር ምንጭውሃበህዝባዊፕሮጀክቶችላይተሰማርቷል

2 ፍቅር ውሃየጎዳናተዳዳሪዎችንይደግፋል

3 ፍቅርውሃበሰብአዊማህበራት
ውስጥበመሳተፍጠንካራምስልአለው ፡
4 ፍቅር ውሀ
በስፖንሰርሺፕእንቅስቃሴዎችላይበመሳተፍጥሩስምአለው

5 ፍቅር ውሀ በተደጋጋማ ምቹ የሆነ ጋዜጣዊ መግለጫ

ለተጠቃሚው ማህበረሰብ ያደርሳል
የማህበራዊ ሚዲያ ግብይት
በጣም
በጣም አልስማማ
ተ.ቁ መግለጫዎች እስማማለሁ ገለልተኛ አልስማማ
እስማማለሁ ም
ም"
1 በተደጋጋሚ ፍቅር ውሀ የግበዕይት እንቅስቃሴዎች
በማህበራዊ ሚዲያ ይመጡልኛል
2 ብዙ ጊዜ የፍቅር ውሀ ምርትን በማህበራዊ ሚዲያ
እመለከታለሁ
3 የፍቅር ውሀ የፌስቡክ (Facebook) (Youtube) ገፅ
አውቀዋለው
4 የፍቅርውሀዩቲዮብ (Youtube) ገፅአውቀዋለው
5 የፍቅርውሀምርቱንበበቂሁኔታመረጃዎችንበማህበራዊሚ
ዲያያስተላልፋል
6 የፍቅርውሀየፌስቡክ (Facebook)
ገፅየግብይትእንቅስቃሴዎችማህበራዊእሴቶችለመፍጠርይ
ርዳሉ
7 የፍቅርውሀዩቲዮብ (Youtube)
ገፅየግብይትእንቅስቃሴዎችማህበራዊእሴቶችለመፍጠርይ
ርዳሉ
የግል ሽያጭ

በጣም
በጣም
ተ.ቁ መግለጫዎች እስማማለሁ ገለልተኛ አልስማማም አልስማማም
እስማማለሁ
"
1 የሽያጭ ባለሙያው ስለ ፍቅር ውሃበቂ እውቀት አለው

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2 የሽያጭባለሙያስለ ፍቅር ውሃምርትበደንብያስረዳል

3 የሽያጭ ባለሙያዎች ከሌሎች የውሀ ምርቶተ ውስጥ ካሉ

ተወዳዳሪዎች የበለጠ ተግባቢ ናቸው
4
የሽያጭባለሙያውትልቅየአገልግሎትአመለካከትአላቸው፡፡
ቀጥታ ግብይት

በጣም በጣም
ተ.ቁ መግለጫዎች እስማማለሁ ገለልተኛ አልስማማም
እስማማለሁ አልስማማም"
1 የፍቅር ውሀ ጥሩ ቀጥተኛ ግብይት ይጠቀማል
የተለያዩ የምንጭ ውሀ አቅራቢዎች ጋር ሲነፃፀር የፍቅር
2 ውሀ ድርጅት በቀጥተኛ ግብይት አማካኝነት በቂ መረጃ
ይሰጣል
3 የፍቅር ምንጭ ውሀ የሚጠቀሙ ቀጥተኛ ግብይት
በምርት ጥራት ላይ ለመወሰን በቂ መረጃ ይሰጣል
4 ፍቅር ውሃ በሚጠቀመው ቀጥታ ግብይት በተለያዩ
ጊዜያት ስለሚገኙ ምርቶች ወቅታዊ መረጃ ያቀርባል

የምርት ምስል

በጣም በጣም
ተ.ቁ መግለጫዎች እስማማለሁ
እስማማለሁ ገለልተኛ አልስማማም
አልስማማም"
የፍቅር የምንጭ ውሀ የብራንድ ምስል በአዎንታዊ
1 መልኩ በማስተዋወቂያ መንገዶች ላይ ይቀመጣል
2 ስለምንጭ ውሀ ሳስብ ስለፍቅር ውሀ አስባለሁ
የፍቅር ውሀ ምርተ ምስል(ብራንድ) በአእምሮዬ
3
ላይ ጥሩ ምስል አለው
ፍቅር ውሀ በማስተዋወቂያ መንገዶች ምክንያት
4 ብዙ የውሀ ደንበኞች ከሌሎች የምንጭ ውሀ
ምርቶች የበለጠ ያመጣል
በማስታወቂናያ መንገዶች ላይ ቃል የገቡትን
5 በተግባር ያስመሰክራሉ
ከሌሎተ ተፎካካሪ የምንጭ ውሀ ምርቶች መካከል
6 የፍቅር ውሀ የምርት ምስል በቀላሉ እለያለው

ለውድ ጊዜዎ አመሰግናለው

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