Event Title

Promotion Mix and Beverage Manufacturing Enterprises: Consumer and Buyer Perspective

Session

Management, Business and Economics

Description

Many manufacturing enterprises often use promotion mix and its components to advance their product-related strategy and objectives. Promotion mix represents one of the most direct and media related marketing component that connects enterprises with its consumers and buyers.

The enterprise – consumer connection from promotion mix is achieved through six main elements: advertising, direct marketing, interactive marketing, public relations and publicity, personal sales, and sales promotion.

The aim of this research paper is to analyse the impact that promotion mix has in consumers decision making of beverage manufacturing enterprises in Kosovo, based on each of its component individually or in combination. The research is based in primary data collection and analysis. The data were collected through questionnaires conducted with 380 consumers and buyers of various beverage manufacturing enterprises in Kosovo.

In order to achieve the purpose of this research, the data were analysed using T-test model and were interpreted with empirical methods applying specific statistical data analysis software.

The main results of this research show a hypothetical link between consumption and promotion. They indicate the importance of each element of promotion mix from consumer and buyer perspective of beverage manufacturing enterprises in Kosovo that were used in the sample. Buyers evaluated 71.9% as satisfactory the promotion mix that enterprises elect for their beverage products.

Keywords:

Promotion, Promotion Mix, Consumer, Buyer, Manufacturing Enterprises

Session Chair

Ermal Lubishtani

Session Co-Chair

Bejtush Ademi

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-550-19-2

Location

Pristina, Kosovo

Start Date

26-10-2019 1:30 PM

End Date

26-10-2019 3:00 PM

DOI

10.33107/ubt-ic.2019.341

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Oct 26th, 1:30 PM Oct 26th, 3:00 PM

Promotion Mix and Beverage Manufacturing Enterprises: Consumer and Buyer Perspective

Pristina, Kosovo

Many manufacturing enterprises often use promotion mix and its components to advance their product-related strategy and objectives. Promotion mix represents one of the most direct and media related marketing component that connects enterprises with its consumers and buyers.

The enterprise – consumer connection from promotion mix is achieved through six main elements: advertising, direct marketing, interactive marketing, public relations and publicity, personal sales, and sales promotion.

The aim of this research paper is to analyse the impact that promotion mix has in consumers decision making of beverage manufacturing enterprises in Kosovo, based on each of its component individually or in combination. The research is based in primary data collection and analysis. The data were collected through questionnaires conducted with 380 consumers and buyers of various beverage manufacturing enterprises in Kosovo.

In order to achieve the purpose of this research, the data were analysed using T-test model and were interpreted with empirical methods applying specific statistical data analysis software.

The main results of this research show a hypothetical link between consumption and promotion. They indicate the importance of each element of promotion mix from consumer and buyer perspective of beverage manufacturing enterprises in Kosovo that were used in the sample. Buyers evaluated 71.9% as satisfactory the promotion mix that enterprises elect for their beverage products.