The promotional activities and consumer behavior in Uganda clays limited at Kajjansi Entebbe Road
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Date
2009-05
Authors
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Kampala International University.College of Economics and Management
Abstract
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)
Description
Research project submitted in partial fulfilment for the award of a degree in Marketing and Management of Kampala International University (KIU)
Keywords
Promotional, Activities, Consumer, Uganda