Aimed to measure the effect of in-store promotion on brand awareness of motorcycle market inrnEthiopia with specific emphasis to Bajaj and TVS brands, using the M-R theory of S-O-R, andrnBaker et al., (2002) model, the study was conducted to measure the two basic dimensions- storerndesign dimensions (store decoration, store product assortment, store feature area, store light &rncolor, and store social/talent dimensions (store employee appearance, and store employeernprofessionalability)using quantitative approach of explanatory research design implemented tornshow the causal links between constructs taking sample of 384 respondents who either deal,rnretail, or bought, or own Bajaj and/or TVS motorcycle brands selected on nonprobabilityrnpurposive sampling technique. Data were collected using structured survey questionnairerndesigned to measure the extent of influence exhibited in the minds of the respondents as to eachrnof the constructs/variables is concerned and their level of brand awareness resulted from thesernin-store promotions. A total of 422 questionnaires were distributed, out of which 384rnquestionnaires with no missing spaces and inconsistencies were selected for the analysis. Fromrnthe demographic analysis of respondents, store design cue has got 55.5% to be used asrnenvironmental cue to locate the motorcycle stores followed by 42.7% for store social/talent. Thernstore atmospheric cue showed almost negligible result which may be attributed to the nature ofrnthe product being high value good. Moderate and strong correlation of variables was foundrnwhich are all significant at a 0.01 level of significance.rnMultiple linear regression analysis of the data collected showed only store decoration, storernfeature area, and store light & color have shown positive significant relationship with therndependent variable, store brand awareness. Store feature area was found the most influentialrnpredictor of brand awareness, the least insignificant being store employee professionalability.rnTherefore, heavy investment on the in-store promotion related to store feature area can result inrnincreased brand awareness of motorcycle market in Ethiopia.