Product promotions and market share growth in the telecommunication industry among the selected Airtel Outlets in Kampala Central Division, Uganda
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Date
2012-10
Authors
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Journal ISSN
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Publisher
Kampala International University, College Of Open and Distance Learning
Abstract
The study was set out to establish the relationship between Product Promotions
and Market Share Growth in the among the Selected Airtel Outlets in Kampala
Central Division-Uganda” The study was guided by five objectives:- (i) to
determine the demographic profile of the respondents in terms of: gender, age,
educational qualification, post/position in the outlet, length of experience in the
industry, and nature of services provided.(ii) to determine the level of product
promotion in the selected Airtel outlets in Kampala Central in terms of; personal
selling, in-store displays, pricing, direct mail, trade fairs and exhibitions,
advertising, and sponsorship (iii) to determine the level of market share growth of
the selected Airtel outlets in Kampala Central Division in terms of; number of
customer, number of outlets, revenue growth, daily sales, publicity, corporate
image, Consistency of the prices.(iv) to establish whether there is a significant
difference between product promotion and level of market share growth in Airtel
outlets in Kampala Central division(v) to establish whether there is a significant
relationship of product promotion and level of market share growth in Airtel
outlets in Kampala Central division. It was based on a survey design specifically
descriptive corelational design. The researcher used a self-administered
questionnaire to collect primary data from 100 employees, using simple random
and stratified sampling to minimize costs, time taken and enhance the degree of
consistency and accuracy of the study. Data Analysis was done using statistical
package for social science (SPSS) in relation to frequencies and percentages,
means, and Pearson correlation coefficient. The findings of the study revealed
that; there was a high level of product promotion, the high level of market share
growth of the selected Airtel outlets in Kampala central division; and there was a
significant relationship between the extent of product promotion and the level of
market share growth in the selected Airtel outlets in Kampala Central Division
(r=0.0211, sig.=0.000). All aspect of product promotion were found to be high for
example personal selling (mean=2.84), in-store displays (mean=2.71), trade fairs
and exhibitions(mean=2.65), Advertising, and Sponsorship(mean=3.05) and
overall mean(2.84). All aspect of market share were found to be high for example
number of customer(mean=2.73), number of outlets(mean=2.76), daily sales
(mean=2.98), publicity (mean=2.69), consistency of the prices(mean=2.74),
corporate image/social responsibility and the overall mean (2.73). The researcher
recommended that; the governing body of the selected Airtel outlets under study
should: (a) disclose any time limitations or material conditions applicable to a rate
or discount advertised, (b) modify brand which consumers are excited about and
want to take home with them, (c) pay a great deal of money to have their goods
displayed prominently in the store, (d) reviewing the organizational mission and
the role marketing plays in achieving it,(e) setting performance measures,(f)
empower your employees, delegate with authority,(g) continuously improve its
market offerings, be inventive and innovative by being new in the market ,(h)
maintain complete, accurate, and forward looking customer information,(i)
provides a basis upon which actual performance can be measured and create new
distribution channels,(n) and create new geographical markets.
Description
A Thesis presented to the College of Higher Degrees and Research of Kampala International University in partial fulfillment of the requirement for the Award of the Degree of Master of Business Administration, Marketing Option
Keywords
Product promotions, Market share growth, Telecommunication industry, Airtel Outlets, Kampala Central Division, Uganda