Advertising on sales volume: a case study of Coca Cola products in Kampala district
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Date
2008-11
Authors
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Publisher
Kampala International University, School of Business and Management
Abstract
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.
Description
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
Keywords
sales, Advertising