Pricing and sales volume in Mukwano Group of Companies

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Kampala International University, College of Economics and management
The was focused on finding out the effects of pricing on sales volume, a case study of Mukwano Group of Companies in Kampala District Uganda. The study was focused on the following objective; factors that affect pricing, measures on how to stabilize prices, measures on how to improve on sales volume. The findings of the research were that the factors that affect pricing are; Cooperative objectives, marketing objectives, elasticity of demand, customer expectations, channels of distribution, competitor's price, government regulation. Factors that affect sales volume include; pricing, poor quality, packaging, poor color, beliefs and economic situations. Measures on how to improve on sales volume are;- promote own unique selling proposition, persuasive advertisement, remove the obstacle of risks, diversity, collect contact information and use it to follow up sales. The research concluded there was relationship between pricing and sales volume, and are; price changes bring about, increased profits, market share, reduced costs on advertising, and it also has negative effects; decreased profits, high advertising costs. The research recommended that top management and marketers should develop new strategies like moderate pricing, quality production, modified packaging, designs and colors, company should consult other stakeholders like customers, channel of distribution members and lower employees, learn new sales strategies, company should implement strategies to grow a customer base quickly, increase on the life time of each customer and learn new sales management tactics.
A dissertation submitted to the School of Business and Management in partial fulfillment of the Award of Bachelor’s Degree in Business Administration of Kampala International University
Pricing and sales volume, Mukwano Group of Companies, Uganda