Advertising on sales volume: a case study of Coca Cola products in Kampala district

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Kampala International University, School of Business and Management
The study was to establish the effects of advertising on sales volume of coca products In Kampala district and it was guided by the following objectives; to examine the features of a good advertisement, to determine factors affecting sales volume and to determine ways to improve sales. Unfortunately, however, sales in Coca-cola, Kampala has consistently been reported to be low because of the competition it faces from other soft drinks on the market such as Pepsi Cola products, mineral water, safi, mention but a few. failure to have best sales productivity from coca cola, leads to several undesirable outcomes such as poor service delivery, poor company performance and consequent failure. Further coca-cola's competitors have aggressively embraced on the idea to get best sales from performance, which puts coca-cola's survival at risk, hence the need for this study to examine the effects of advertising on sales volume in Coca cola-Kampala. The findings of the study shows that, there are a number of effects of advertising on sales, that is, consumers awareness, it gives favorable images which help in generating brand loyalty and help in new product launch. Also sales volume was affected by factors like; careful market segmentation, the perception of the product, brand in the mind of the customers and market situation like competition, price position among others. from the findings sales volume can be improved by; building customer and brand loyalty, by use of aggressive advertising, by stressing unique features of the product, by creating goodwill for the product, brand or company and by motivation of the customers. The research concluded that there was a close relationship between advertising and sales volume and when advertising is done efficiently and effectively it leads to increase in sales volume. Therefore, companies need to advertise efficiently and effectively to increase sales volume, survive and thrive in today's competitive market.
A research report submitted to the School of Business and Management in partial fulfillment for the requirements for the Award of a Bachelor's Degree in Business Administration of Kampala International University Uganda
sales, Advertising