The Effect Of Event Marketing On Customer Purchase Intention In Case Of Smes In Addis Ababa.

The study aims to investigate the effect of event marketing by testing a hypothesis whether brandrnawareness, customer engagement, attitude toward the event and event sponsor fit having arnsignificant effect on customer purchase intention. The study relies on collecting primary datarnthrough prepared questionnaires and secondary data like journals, research thesis,internet,rnannual reports and magazines from federal smal land medium enterprise were used. In total (412)rnquestionnaires were distributed using a convenient sampling techniques to events attendees whornwould be reached by the researcher: Out of it 392 questionnaires were properly field andrnreturned whereas Respondent rate was (95.14) percent. Questionnaires were analyzed usingrnCronbach‟s Alpha, descriptive statistics, ANOVA, correlation and regression. The result reviledrnall except event sponsor fit had a positive significant effect on attendees purchase intention. The major effect on attendees purchase intention was customer engagement followed by brand awareness then attitude toward event. Therefore the retailers in the event have the opportunity to create an awareness of their brand and improve their customer engagement in order to have a competitive advantage over the other competitor

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