Promotional Mix-Elements and Sales Volume: The Case of Primary Cooperatives of Coffee Farmers in West Guji Zone

Abstract

The purpose of this study was to analyze the impact of promotional mix elements on sales volume of primary cooperatives of Coffee farmers in West Guji Zone. Quantitative research approach and explanatory type of research design was used .The data required for this study has been gained from primary sources. For the purpose of this study a pre-designed questionnaire has been distributed to a purposeful sample of 222 member of the cooperative farmers by using Simple Random sampling techniques. SPSS was used to analyze the primary data which was collected through questionnaire. A reliability Cronbach’s Alpha to determine the reliability of the questionnaire as a tool to collect the necessary data was performed. Normality, linearity and multicollinearity were test. The data analysis was conducted through statistical techniques such as descriptive statistics, correlations and multiple linear regressions. The findings of this study revealed that the frequency of promotional mix elements practice in primary cooperatives of Coffee farmers in West Guji Zone was high for advertising, personal selling, and sales promotion. There was a significant positive correlation between the five independent variables (Advertising, Sales promotion, Personal selling, Public relation and Direct marketing) and dependent variable (Sales volume). There is a statistically significant effect of the following promotional mix elements: (advertising, personal selling, public relations, Direct marketing and sales promotion) carried out by cooperative members. Therefore, the cooperative members should focus on better application of Advertising, personal selling, public relations, Direct marketing and sales promotion to increase the sale volume.