Abstract:
The objective of the study was to explain the effect of promotion mix on sales performance of
large leather footwear manufacturers in Ethiopia. The research followed quantitative
research approach. The research used both explanatory and descriptive research designs.
The study also used cross-sectional survey design. The target population of the study was
large leather footwear manufacturers in Ethiopia having high market share and experience of
using different elements of promotion mix. The identified large leather footwear
manufacturers were Anbessa Shoe S.C., Jamaica Shoe Factory, Kangaroo Shoe Factory PLC,
Peacock Shoe Factory, Sheba Leather Industry PLC & Tikur Abay Shoe S.C. The study used
purposive sampling technique and the targeted population was the staffs of marketing and
finance departments found in the head offices of these factories. The researcher adopted
census survey method over the staffs of marketing and finance departments found in the head
offices of the factories. Both primary and secondary sources of data were utilized. Structured
questionnaire were utilized as an instrument for primary data collection. Descriptive analytic
tools such as frequencies, percentage, mean, and standard deviation were used for
summarizing and presenting the data. With regard to inferential statistics, Pearson
correlation coefficient was used to show the inter dependence between independent and
dependent variables and multiple linear regression analysis was used to test the significance
contribution of each independent variable to the dependent variable sales performance. The
finding of the study shows that all the promotion mix elements have significant effect on sales
performance of large leather footwear manufacturers in Ethiopia. The result of the findings
revealed that promotional mix elements influences the sales performance with 89.7% while
other variable not included in the variable tested takes the remaining 10.3%. The researcher
therefore recommended that, management of the aforementioned factories should embark on
more strategic promotion mix elements in general, and public relations and sales promotion
in particular in order to increase their sales performance.
