Market research and sales performance of selected SMES in Makindye Division, Kampala
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Date
2016-10
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Publisher
Kampala International University, College of Economics and Management
Abstract
This study investigated the influence of research and sales performance among selected SMEs in Makindye Division, Kampala. The study was guided by the following research objectives: i) to establish market research practices among selected SMEs in Makindye Division. Kampala; to establish the level of sales performance among selected SMEs in Makindye Division, Kampala; and iii) to determine the relationship between market research and sales performance among selected SMEs in Makindye Division, Kampala. The study employed cross-sectional survey design. The sample of 600 participants was targeted. The sample size was 234 respondents, however, 197 respondents. Questionnaires were used as the main research instrument. Data was analyzed using frequency and percentage tables, mean and standard deviation, Pearson correlation and regression analysis.The study found that market research practice among SMEs in Makindye division were Unsatisfactory (overall average mean=l.91, Std=0.841). The study found that sales performance among SMEs in Makindye division was unsatisfactory (overall average mean=l.77, Std=0.754). The study found a positive and strong relationship between market research and sales performance among SMEs in Makindye division (r=.798", p<0.01).
The study concluded that market research is not practiced among SMEs in Makindye division and yet it is very important in improving sales performance. The study recommended the need for SMEs to embrace all the practices of market research such as identifying and satisfying customer needs. Identifying new market opportunities, selecting the best target market, and segmenting and analyzing the market; the need for SMEs to understand their customers' needs and be able to satisfy those needs. This would enable improvement in sales performance; and the need for SMEs to seriously look into market research so as to be able to perform well in their sales. This would enable them to perform well in profitability, sales growth, and market share.
Description
A Thesis Submitted to the College of Economics and Management in Partial Fulfillment of the Requirement for the Award of Master's Degree in Business Administration (Marketing) of Kampala International University
Keywords
Market research, Sales performance, SMES, Makindye Division, Kampala