THE EFFECT OF PROMOTIONAL MIX PRACTICES ON BUSINESS PERFORMANCE: IN CASE OF ADDIS ABABA PHARMACEUTICAL COMPANIES

Abstract

Currently promotional mix becomes necessary for business success. This study's goal is to examine how promotional mix practices affect business performance in the case of addis Abeba pharmacticul companies, An explanatory and descriptive design was used for the investigation. A mixed research technique was used to select the researcher. Explanatory and descriptive research designs, together with both quantitative and qualitative techniques, were used in the study. Unpublished data indicates that Addis Abeba had about 32,000 doctors. Additionally, one institutional factor that assisted the promotional mix technique to have a successful commercial performance was key informant interviews with a certain type of pharmaceutical company. Additionally, at a significance level of 5%, the impact of advertising has a favorable and significant impact on the growth of the business performance. Business performance and the influence of advertising have a positive and significant association at a level less than 1%, according to the results of correlation and causality regression. The pharmaceutical company's business performance improves by 37.17% as advertising impact increases by 1%. The researcher concluded by advising pharmaceutical companies to improve the look of their packaging to improve recognition. They should also use enticing stimuli during promotions and at work to influence customer perception and increase sales.