Bachelor of Marketing Management

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Supplementary services and customer's satisfaction. a case study of serena hotel, K'la Uganda
(Kampala International University, College of Economics and Management, 2008-06) Kalagala, Nsamba; Benard
This proposal is an attempt to examine the management of supplementary services in Serena Hotel, evaluate the effects of supplementary services on customer satisfaction in Serena Hotel, and to determine the impacts of pricing of supplementary services on customer satisfaction in Serena Hotel. This proposal has three chapters, each covering one aspect of the research study. Chapter One: Covers the introduction of the study and it highlights the variables, the objectives and significance of the study. For example, the independent variables are; management of supplementary services, designing of supplementary services, pricing of supplementary services and capacity management, and the dependent variables are; effective delivery, customer's needs and wants, fair prices and individual customer returns. Chapter Two: Highlights the literature review of supplementary services and the theoretical perspective. It highlights the view of different authors on supplementary services to the satisfaction of customers. It focuses on management, designing and pricing of supplementary services towards customer satisfaction. Chapter Three: Outlines the methodology of the research of study. It specifies questionnaires, research design, sample size and population, data collection tools, sources of collecting data, discussion and presentations. Findings: Customers need to free themselves from the confines of their average hotel rooms for the extended-stay product which is more cost efficient than traditional hotels, Taldng the concierge as a person how adds value to supplementary services should always be around to help a customer who is likely in need of up-to-date information, hotel managers experience idle capacity of the rooms despite supplementary services such as 24-huor room service, laundry services, valet services on request, house-doctor on call 24 hour. Recommendation: Almost 90% of the customers would like to stay at an extended motel after a few days in the hotel; there should be a natural tendency for hotel prices to vary with demand, discounted during slow periods and at their upper limits when demand is strong. When capacity is approached by the demand, lead-times start to increase disproportionately, so Capacity management balances the risk of overselling guestrooms against the potential loss ofbusiness due to idle rooms.
The effect of the 4ps on consumer behavior: A case study of Lena florist shop
(College of Economics and Management, 2008-10) Kyazze, Esther
The objectives of the Study were; to find out the steps consumers go through to determine their purchases, to find out how the 4ps affect consumer behavior, to find out the internal and external factors which influence the consumers' tastes and preferences and therefore determine their purchases…
The promotional activities and consumer behavior in Uganda clays limited at Kajjansi Entebbe Road
(Kampala International University.College of Economics and Management, 2009-05) Hadson Mwine, Bekunda
The researcher chose this topic of the study because: Companies and organizations are responsible for values, behaviors and decisions in consumption of their products and services through their promotional campaigns. The way these consumption behaviors are promoted and influenced has a major effect in the individuals who are at times the ultimate consumers of their products and services. It is in this outrageous background of view that promotional activities can be planed and scheduled no only intending to influence and persuade consumers but also consumers to benefit from quality products, reduced prices and above all customer care. The topic of the study was to understand promotional activities and consumer behaviors in Uganda Clays Limited. The specific objectives of the study were to examine the effects of the media advertizing on consumer behavior, to assess the effects of sales promotion on consumer behaviour and to evaluate the effects of direct marketing on consumer behaviour on Uganda Clays Limited. The data collected was both primary and secondary. The researcher used questionnaires and interviews as the research instruments. Closed ended questions were used to obtain data from the respondents. The sample size was of 64 respondents chosen through simple random sampling method. The respondents comprised of staff, from the head office at Kajjansi, 14 kilometers on Entebbe road from the main city Kampala and customers were chosen by the same method as they were coming to buy building materials at the main factory for the month of may, 2009. The data was then analyzed using percentiles as a statistical method. The information was presented in the form of table. The results obtained showed that promotional activities do tremendously a great role in determining and affecting consumer behaviors in the consumption of goods and services. This was evident since the data obtained exposed a full array of multiple realities that showed how promotional activities are very vital and should be embraced and used by the management of Uganda Clays Limited. At the end of the day, it leads to good reputation, image building, and increase in product awareness which breads the company's success growth and development to an extent of winning of the best company of the year 2008 by the Uganda Investment Authority (UIA) (Godwin, 2008)
Customer care and sales volume: a case study of Kenya Airways
(Kampala International University.College of Economics and Management, 2009-06) Sophia, Nagawa
The purpose of the study was to establish the effects of customer care and sales volume. The study was prompted by the fact that the airline's performance was far below expectation of the airline's management and was affecting its' sales volume. The study used a cross sectional survey descriptive research designs. The research was guided by the following objectives; to establish factors that affect customer care in Kenya airways, establish relationship between customer care and sales volume, and establish ways to improve customer care in Kenya airways. Data were collected from secondary and primary sources. Purposively selected primary data sources were airlines and travel agents officials and customers. Data were collected from these respondents using questionnaires. The research findings revealed that different research factors affect customer care these included product knowledge, staff competence, provision of information, on-time performance, communication system, competition, profits and handling of customer complaints. The mentioned factors will positively or negatively contribute to enhance of customer care in an organization thus impact on sales volumes. The research findings revealed concluded that there is a strong relationship between customer care and sales volume through Kenya Airways' loyal program. The research findings recommended that customer care could be improved in different ways by improving on the check-in counters at the airport, recruitment more reservation and ticketing staff that should be well trained and experienced. Kenya Airways should install a modern call centre and improve on public relation. Kenya Airways should have separate counters and reward competent staff and agents and improve on the Kenya Airways' web-site.
The effects of advertising on sales performance in an organization:
(Kampala International University, College of Economics and Management, 2009-07) Isanzu, Emmanuel K.
The study was intended to examme the relationship between advertising and sales performance. Some companies put in efforts to advertise but in the end register low sales. This was based on secondary data from textbooks, journals, and internet and primary data from different respondents The objectives of the study were to identify the various advertising Medias, to identify methods used in deciding the advertising budget, other promotional mix elements and relationship between advertising and sales. The findings of the study revealed that advertising is important as much as it informs, persuades and reminds people to buy products. By this, it boosts the company sales reputation and profitability. The researcher recommended the proper advertising should be carried out using proper advertising tools that would deficit the required information for optimal sales volumes.
Marketing strategies and sales: a case study of Century Bottling Company Mbarara Branch
(Kampala International University; College of Economics and management, 2009-07) Mwesigwa, Innocent
The researcher chose this topic because companies face a number of marketing strategies to choose from which impacts heavily on the sales of their products. The way these marketing strategies influence consumer attitudes, creates awareness, persuades potential and existing customers, supports purchase decisions, and creates brand loyalty as major impacts on the sales of the products offered in the market place. It is in this competitive environment that companies seek to apply marketing strategies that can help them to improve and increase on their sales. The topic of the study was to examine the impacts of application of marketing strategies on the sales of Coca cola products at Century Bottling Company Mbarara. The specific objectives of the study were; to assess the effects of advertising on the sales of coca cola products at Century Bottling Company Mbarara, to examine the effects of sales promotion on the sales of Coca cola products at Century Bottling Company Mbarara and to evaluate the relationship between marketing strategies and sales at Century Bottling Company Mbarara. The data was collected from secondary and primary sources. The researcher used questionnaires and interviews as the research instruments. Close ended questions were used to obtain data from a sample size of 10 respondents chosen through simple random sampling. The respondents comprised of employees of Century Bottling Company Mbarara. The data was analyzed usmg percentiles as a statistical method. The information was presented in form of tables. The results obtained show that marketing strategies of advertising, sales promotion and marketing research were very important on influencing sales levels.
Application of electronic commerce towards improving customer care, a case of Morogoro urban water sewerage authority (MOROWASA) Morogoro region Tanzania.
(Kampala International University, School of Business and Management, 2009-07) Haji, Abdulwakil; Haji
The study was to establish the application of £-commerce towards improving customers care was guided by a number of objectives , the first one the application of e-commerce improving customer , ways to improve customer care, and factors that effect customer care .With the world becoming global village , the using of the e-commerce is very important to consumers , this can be applied by using the internet improved .The operational efficiency that the instant delivering and quickly communication was practicing at a great extent , while a provision of information to management and down loading updates soft ware was practicing at some extent .also the founded in cost saving the reduction cost in both administration and clerical personnel was practicing at a little extent , while the reduction cost in postage was at a great ex-tent . The study concluded that there is a great importance in using e-commerce to satisfY customers in MORUW ASA , so the organization should think of formulating the strategies to make best use of e -commerce in satisfYing customers . Based on research findings the study recommends revealed that the operational efficiency and cost savings was at great extent implied strength to the organization, although the improvements should be emphasised on the provision of information to management, downloading updates software, reduction cost in administration, transportation as well as clerical personnel. On addition, the organization should introduce website and customer service tools such as personalize web pages, frequently asked questions, tracking tools, chat room and automated response, help desk and call canter. Also MORUW ASA should increase ICT facilities for effective communications as well as training the employees on the use of those ICT facilities.
The effect of competitive intelligence on consumer goods in manufacturing firms: A case study of Bidco Refinery (K) Ltd
(College of Economics and Management, 2009-09) Munguti, Shadrack M.
The overall objective of this study is to investigate the effect of competitive intelligence on consumer goods in manufacturing firms. Specifically, the study examined the existing competitive intelligence techniques used by BIDCO Kenya Limited, established the effects of competitive intelligence techniques used on consumer products by BIDCO Kenya Limited and examine the benefits of competitive intelligence techniques used on consumer products by BIDCO Kenya Limited…
Value Proposition in Marketing of Banking Services and Its Effects on Local Bank Performance in Kenya: A Case Study of the Cooperative Bank University Nairobi, Kenya.
(Kampala International University, bachelor's degree in marketing management, 2009-09) Wanini Mwai, Judith
The research was about value proposition in marketing of banking services and its effects on local bank performance in Kenya; a case study of the cooperative bank university Nairobi Kenya. Over 60 respondents got involved in the study and that is to say; 6 managers, 10 supervisors, 20 employees, 24 customers, were involved in the study. The study was guided by the objectives of the study which included; the effects of product differentiation on bank performance, the effects of bank services on bank performance and the effects of customer survey on bank performance. Chapter one of this study research consisted the definition of value proposition, how relevant it is to cooperative bank in Kenya and the characteristics of value proposition which are customer survey, banking services, and product differentiation. Chapter two was about review ofliterature related to the effects of value proposition on bank performance; it considered the effects of customer survey, banking services, and product differentiation, and how they affect the bank performance of cooperative bank in Kenya. Chapter three the research looked at the methods in which the study was carried out, it included the methodology of the study, research design, geographical location/area and population, sampling design, data collection methods and instruments, data analysis and limitation of the study. Chapter four the data was collected using both qualitative and quantitative methods. Chapter five was concerned with the summary of the study, conclusions and recommendations. Conclusions and recommendations were made basing on the analysis of the findings.
Advertising and Sales Volume: A Case Study of MTN Uganda Kampala District.
(Kampala International University, College of Economics and Management Sciences ., 2010-07) Mugume, Tom
The study was to establish the effects of advertising on sales volume of MTN Uganda Kampala district. It was guided by a number of objectives which were; to establish the effects of advertising on the sales of MTN Uganda, Kampala district; to determine other factors affecting sales volume of MTN Uganda, Kampala district, to determine ways of improving sales and to establish the relationship between advertising and sales volume. The data was collected from primary and secondary sources. The researcher used questionnaires and interviews as research instruments. Close ended questionnaires were also used to obtain data from a sample random sampling. The respondents comprised of employees from MTN Uganda, Kampala district, the data was analyzed using percentiles as a statistical method and information presented in form of table. The findings of the study shows that, there are a number of positive effects on sales such as; influencing customer attitudes, creative awareness, persuades potential and existing customer, support purchase decisions, and creates brand loyalty and helps in new product launch. Also sales volume was affected by other factors such as; quality of the product or service, size of the market, income of the consumer, situational factors, product perceptions and personalities and market segmentation among others. From the findings sales can be improved by, targeting specific market niches, promoting your own USP, collecting contact information, removing the obstacle of risk, diversity, setting up a sales incentive programme, tier of customers and reward of customers. The research concluded that advertising and sales volume are a close knit and rely entirely on one another hence a close relationship, and if advertising is done effectively and efficiently can help to improve sales volume. Based on research findings, the following recommendations were made; the company should maintain advertising as a marketing strategy and should try to be innovative and creative in it's advertisements, targeting specific market niches is also important for the company to increase sales, the company should also aim as quality product/service deliverance. The company should set up a sales incentive programme to help it's sales staff to up sell an should collect contact information about customers, tier its customers reward outstanding consumers and the company should plan well for its marketing activities as establishing a communications budget, deciding on which activities to be carried out, and other marketing strategies to use other than advertising.
Advertisement and sales volume: a case study of century bottling company, Kampala.
(Kampala International University, College of Economics and Management, 2010-08) Ingabire, Ruth
The study was to establish the effects of advertising on sales volume of Century Bottling Century. It was guided by a number of objectives these were; to establish the effects of advertising on sales volume of century bottling company, Kampala, to identify various types /forms of advertising, consumers perceptions about advertised products a... to establish the relationship between advertising and sales volume. The data was collected from primary and second sources. The researcher used questionnaires and interviews as research instruments. Close ended questionnaires were also used to obtain data from the respondents. The respondents comprised of employees from century bottling company Kampala district information was presented inform of a table and using percentages as a statistical method. The findings of the study shows that, adverting had positive effects on the sales volume Perceptions about advertised products, as low quality, average quality and low quality. Various types/ forms of advertising are used as print, broadcast and celebrity. The research findings revealed that thee is a close relationship between advertising and sales volume of the company. Other factors were also indicated as determinants of sales volume. Based on research findings the following recommendations were made; the company should continue with advertising as a marketing strategy use different forms of advertising such as broadcast, print and celebrity advertisements, the company should set up a sales incentive programme to help its sales staff, the company should aim at product quality, should consider other marketing strategies, quality, should consider other marketing strategies, the company should be innovative and diversify their current offerings to suit changing demand.
The impact of price fluctuation on the demand of Omo washing powder in the Kenyan Market: case study Unilever Kenya LTD
(Kampala International University.College of Economics and Management, 2010-10) Moses, Mbugo Njimia
Customer care and sales volume: a case study of air Tanzania
(Kampala International University.College of Economics and Management, 2010-12) Okuli, Munisi Walter
The purpose of the study was to establish the effects of customer care and sales volume. The study was prompted by the fact that the airline's performance was' far below expectation of the airline's management and was affecting its' sales volume. The study used a cross sectional survey descriptive research designs. The research was guided by the following objectives; to establish factors that affect customer care in Air Tanzania, establish relationship between customer care and sales volume, and establish ways to improve customer care in Kenya airways. Data were collected from secondary and primary sources. Purposively selected primary data sources were airlines and travel agents officials and customers. Data were collected from these respondents using questionnaires. The research findings revealed that different research factors affect customer care these included product knowledge, staff competence, provision of information, on-time performance, communication system, competition, profits and handling of customer complaints. The mentioned factors will positively or negatively contribute to enhance of customer care in an organization thus impact on sales volumes. The research findings revealed concluded that there is a strong relationship between customer care and sales volume through Air Tanzania's loyal program. The research findings recommended that customer care could be improved in different ways by improving on the check-in counters at the airport, recruitment more reservation and ticketing staff that should be well trained and experienced. Air Tanzania should install a modern call centre and improve on public relation. Air Tanzania should have separate counters and reward competent staff and agents and improve on the Air Tanzania web-site.
Sales training on sales performance in the hospitality industry a case study Serena Hotel Nairobi
(Kampala International University(KIU), 2011) Tene, N Timothy
Packaging on consumer buying behaviour: a case study of Coca Cola Company Brarudi, in Burundi
(Kampala International University; College of Economics and management, 2011-04) Akimana, Marie A.
The aim of this research is to get the study to point toward role of packaging on consumer buying behavior. The basic purpose of behind it to find out how such factors are behind the success of packaging. The objectives of the study were to establish the effect of packaging on the buying behavior; to measure the relative impact of each packaging element on the consumers and to establish some of the measures that can be taken to identify the right packaging for Coca Cola Company, Brarudi. The methods used for data collection were questionnaires to the major respondents and interview guides to the key informants. The consumer buying behavior is dependent variable. The packaging is the most important factor. Packaging elements like Packaging color. Background Image, Packaging Material, Font Style, Design of wrapper, Printed Information and Innovation is taken as predictors. Due to increasing self-service and changing consumers' lifestyle the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So package performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer's purchase decision. Literature analysis on question under investigation has shown that there is no agreement on classification of package elements as well as on research methods of package impact on consumer's purchase decision. By this research i sought to reveal elements of packaging having the ultimate effect on consumer choice. Taking into consideration that package could be treated as a set of various elements communicating different messages to a consumer; the research has recommended that Brand is important and its strategy is in consideration in the units. Product packaging is valuable for brand equity, product differentiation, market segmentation, new product introduction, pricing, promotion to mention but a few. Brand name using plan implementation must be effective in the units.
Product brands and consumer decision making in fast moving consumer goods among Kansanga in Kampala (a case study of golden fry cooking oil bidco - Uganda limited)
(Kampala International University, College of Economics and Management, 2011-05) Neema, Mlay F.
The study was to assess the product brand and consumer decision making in fast moving consumer goods among Kansanga in Kampala. A case study of Golden Fry cooking oil Kampala Uganda. The main objectives was to determine the influence of brand loyalty on consumers' commitment to repurchase or otherwise continue use of brand in fast moving consumer, To determine the effect of consumer's knowledge as a result of brand equity which makes the product manufacturer responds differently or adapt measures for the marketing of the brand, To determine the effect of pricing strategies adopted by the product brand on consumers choice of the brand chosen. The findings of the research revealed that Brand loyalty shows customer preferences to purchase a particular brand; customers believe that the brand offers the enjoyable features, images, or standard of quality at the right price, Brand as a set of brand assets and liabilities that are connected with a brand. The research recommended that organizations should determine how they can use brand name to promote positive qualities, and put the branding message out to the consumer such that consumers believe in the brand name, what it means, and consumers may be able to make a clear purchase decision, organizations should create brands as identity, which could tell people who have never been to the establishment something about the organization. Organizations should use brand effectively.
Quality Service Delivery and Sales Volume of Soft Drinks Company: A Case Study of the Cocacola Company, Bonite Bottlers
(Kampala International University, bachelors degree of Marketing Management, 2011-05) Mwamukonda, Linda G.
The study was conducted to determine the impact of quality service delivery on sales volumes in the soft drinks industry in Tanzania a case study of the Coca-Cola Company Bonite bottlers. The main objective was to establish the importance of quality service delivery in the soft drinks companies, to determine the challenges faced in quality service delivery in soft drinks companies and to establish the factors that affect sales volumes in soft drinks companies. The findings of the research revealed that the importance of quality service delivery in the soft drinks companies is increased sales. The challenges faced in quality service delivery m soft drinks companies are poor infrastructure, poor technology, government policy and literacy level. The factors that affect sales volumes in soft drinks companies are customer satisfaction, employee satisfaction and loyalty and competitiveness. The research concluded that there is a relationship between quality service delivery and sales volumes. Based on the research findings, the study recommended that continuous quality delivery should be adopted as a tool for quality service delivery, bench marking has a positive impact on the measures of continuous quality improvement, the company should provide all the information that the customers need in their web site that is through internet to maintain customer loyalty and the company should try to reduce or cut down costs by advancing technologically and being more innovative in the industry.
The role of packing on consumer buying behavior: a case study of Pepsi industry Tanzania
(Kampala international international: College of Economics and Management, 2011-06) Zuhura, Msangi
No abstract
The effects of marketing promotional strategies on sales volumes: A case study of Multi Choice Kenya limited
(College of Economics and Management, 2011-07) Wairimu, Edwin Kahura
The study was conducted to determine the impact of sales promotion strategies on sales volume In Kenya a case study of MKL Company limited. The objectives of the study were to assess the impact of the sales promotion strategies employed by Multichoice Kenya limited on the increasing sales volume in the organization, to identify the sales promotion strategy (ies) used by MKL, to establish how to improve sales in MKL, to identify changes faced by MKL in implementing sales promotion strategies to reach its marketing objective. The challenges faced by MKL in implementing sales promotion strategies to reach its marketing objectives are customer loyalty, slow decision making by management, completion, and government intervention and customer perception. It's through the research findings that the study recommended that MKL should increase on the financial resources to their marketing promotion strategies, they should also revise their monthly fees for their customers and MKL should approach their promotion strategies carefully to avoid excessive promotions which might deteriorate the company's products.
Customer satisfaction and competitive advantage in flamingo tiles Kenya
(Kampala International University.College of Economics and Management, 2011-08) Anne Nyansera, Nyambeki
The study was carried to investigate the effects of customer satisfaction on achieving a competitive advantage in Flamingo Tiles Kenya . it was guided by a number of objectives, that is to examine the Flamingo Tiles Kenya effects of repeat buying by customers on creating competitive advantage by , To establish the roles of word-ofmouth advertising by customers on achieving competitive advantage by , to evalua Flamingo Tiles Kenya the significance of one-stop shopping area in helping to achieve competitive advantage by Flamingo Tiles Kenya The study mainly concentrated on users. Flamingo Tiles Kenya The study focused on Flamingo Tiles Kenya limited to determine effect of customer satisfaction on achieving a competitive advantage since the company was faced with stiff competition and rivalry from other companies questionnaires were issued out and random interviews was also carried out on the target population of 50 respondents The research findings examined that there are a numbers of features that were needed by different category of respondents due to personal reasons such as cheap price of product. The findings of the study shows that, there are a number of of customer satisfaction on achieving a competitive advantage of the company, the findings revealed factors which affect consumers satisfaction such as price, quality, packaging, colour and economic situation. The research concluded that in order to improve customer satisfaction the general corporate performance of the organization can be achieved when its customers are ready to stand by it in all circumstances but mostly when it's in crisis and they feel satisfied to the extent that they can refer others or recommend them to do business with that particular organization, It's expected as well that satisfied customers will make that pm1icular organization a one-stop shopping which ultimately leads to the growth of organizations. From the research findings the following recommendations can be emphasized that for high customer satisfaction scores the company should ensure it performs very highly on all possible variables and soft issues of staff courtesy and ease of company contact, the company should improve on customer care, improving quality of the product, more staff and training and relationship building which will increase the customer satisfaction.

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