Retailers Perceptions On The Marketing Practice Of A Brewery Company (dashen S.c)

The main purpose of the study was to assess the retailer s ' perceptions on thernmarketing practice of Dashen brewery. A descriptive research design wasrnemployed. The study populations were 119 retailers who are found in Gondarrncity. The data were collected through questionnaire and interview and analyzedrnusing descriptive statistics which are percentage, frequency and mean. Thernresult of the study depicted that the brewery product strategies were at a goodrnstatus in terms of its beer quality attributes, brand name, packaging, andrnlabeling. But the bottle size was not sufficient .Regarding to pricing strategy ofrnthe brewery; retailers were not comfortable in terms of, afford ability, discount,rnproportionality, and turnover. Related to the promotional strategies, although thernmessage was not attractive and updated the brewery was good at in usingrndifferent media. On the other hand, the sales promotion efforts and the salesrnperson approaches were not attractive. Except on time de livery of the product,rnthe brewery distribution strategy were good at in delivering the product up to therndoor of its retailer's, transportation facility, and absence of product damages.rnHence it is recommended that, the brewery needs to relook its marketingrnpractices in terms of, bottle size improvement, pricing setting methods, messagernproduction adjustments, and on time delivery of the product.

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