The two largest Ethiopian soft drinks manufactures have recently introduced arnnew way of promoting their brands in the market. They attached prizes with products.rnThis study was undertaken to evaluate the effects that are manifested by thesernpromotional efforts on consumers buying behavior. The upshots were evaluated fromrnthree conceptual angles: brand switching, repeat purchase and purchase acceleration.rnIn the survey 500 soft drink consumers were covered through questionnaires, ofrnwhich 451 responses were employed for analyses. After providing a theoretical ground,rnthe study evaluated the responses in total, by sex category, by age group and income classrnseparately.rnConsequently, soft drink consumers in general seem to react positively towardsrnthe prizes offered by the producers. The responses revealed that consumers tendency tornswitch from those brands without a prize to brands with prizes is high. The onlyrnexceptions here are the "above 41" year of age category and the "above 3000" incomernclass. However, once the extra benefits attached are withdrawn, consumers seem to revertrnback to their original choices. This can be an indicator that the effect of the prizes mayrnonly be confide to the period during which they are active. This notion is furtherrnstrengthened by the fact that responses reviled that, though consumers purchase quantityrnseems to increase during the period when the offers are active, the acceleration will slowrndown once the prizes are detached.