The Impact of Advertising and Sales Performance in Mukwano Industry Kampala Branch
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Date
2021
Authors
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Journal ISSN
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Publisher
Kabale University
Abstract
The study aimed at assessing the effect of advertising on the sales performance of an organization,
a case of Mukwano Industry in Kampala. The study was mainly looking at advertising and sales of
the Mukwano industry, and this was effective for the organization. The researcher used
cross-sectional research design with both qualitative and quantitative methods on a population of
150 people, out of which a sample of 50 employees was chosen. A stratified sampling design was
used to divide the employees into strata, which were departments under which employees worked,
and they included marketing, operational, production, and supply departments. Using simple
random sampling, respondents were chosen from the different departments selected and
questionnaires were distributed to the selected respondents from the four departments in the
industry. Both the primary and secondary data were collected during the collection of data. Data
was collected by the use of questionnaires and observation methods and analysed in the form of
tables.
Findings revealed that Mukwano advertises most of its products and it uses different forms of
advertising and media, but the level of Mukwano's sales was declining despite their frequent
advertisements. There was a strong relationship between advertising and sales performance.The
industry should use most of the local languages commonly used in Uganda to win customers from
all tribes. The use of e-marketing should be adopted by the industry to reach most of the people who
can access the internet than listen to radios and televisions. Finally, the researcher recommends the
use of other forms of advertising, for example, sponsoring events and also the use of mobile phones
to advertise.
Description
A Research Report Submitted in Partial Fulfillment of the Requirements for the Award of a Degree of Bachelor of Arts with Education of Kabale University
Keywords
Advertising , Sales ,Performance, Mukwano Industry