Advertising and Sales in Multinational Corporations: A Case Study of Mtn Company in Uganda
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Date
2010-06
Authors
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Publisher
Kampala International University, bachelors degree in International business
Abstract
The study was conducted under the topic of "Advertising and Sales in Multinational
Corporations" and it had three objectives; to establish the relationship between the types of
advertising and sales performance in Multinational Corporation, to establish the contribution
of advertisement towards sales in Multinational Corporations, to establish the relationship
between the challenges faced in advertising and sales by Multinational Corporation.
The study adopted a quantitative, correlation, cross sectional survey research design based on
secondary data and collected from internet based documents, and library based textbooks,
journals and presentation documents.
The researcher collected the necessary information using Self Administered Questionnaires
methods of data collection. The data was tabulated and then analyzed in order to draw
inference from the data collected. The information collected from the respondents through
questionnaires was used in order to answer the objectives of the study.
The study find out that advertising entices the buyer to come to the location where a sale
takes place. It often attempts to persuade potential customers to purchase or to consume a
particular brand of product or service.
It was recommended that manufacturers and producers should always conduct market
surveys to establish what pleases the target customers, their testes and preferences, before
they choose the type of advertising to use. This will help them to meet their customer
expectations, create customer loyalty and gain a competitive edge, thus achieving the
company overall objective.
Description
A Research Report Submitted to the School of Business and Management in Partial Fulfillment of the Requirements for the Award of a Bachelors Degree in International Business Administration of Kampala International University
Keywords
Advertising, Sales, Multinational Corporations, Mtn