Effect of Promotional Mix On Sales Volume: A Case Study On Vita Spring Water Factory in Dire Dawa City

This research studied the effect of promotional mix elements on sale volume of vita spring water PLC in Dire Dawa City, Ethiopia. To achieve the objectives of this research, quantitative research method was used and data were collected. Target population was 178 respondents comprising of 3 departments (marketing, sale and production department).Stratified proportionate random sampling technique was used to select the sample. From each stratum the study used simple random technique to select 64 respondents. Primary data was collected from sample respondents through questionnaires using both open and closed ended questionnaire with five-point Likert scale. Descriptive statistics included such as mean score, correlation, and multiple regressions applied for analysis the data collected from the respondent via the software package for social science (SPSS v20) to describe the characteristics of the variables. Multiple regression model was used to determine the relative importance of each of the four variables with respect to sale volume. The study findings indicate that advertising, direct marketing and sale promotion strategies implemented by the vita water factory affects factory sale volume significantly in a positive manner.