Advertisement and sales volume: a case study of century bottling company, Kampala.
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Date
2010-08
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Kampala International University, College of Economics and Management
Abstract
The study was to establish the effects of advertising on sales volume of Century Bottling Century. It was guided by a number of objectives these were; to establish the effects of advertising on sales volume of century bottling company, Kampala, to identify various types /forms of advertising, consumers perceptions about advertised products a... to establish the relationship between advertising and sales volume. The data was collected from primary and second sources. The researcher used questionnaires and interviews as research instruments. Close ended questionnaires were also used to obtain data from the respondents. The respondents comprised of employees from century bottling company Kampala district information was presented inform of a table and using percentages as a statistical method. The findings of the study shows that, adverting had positive effects on the sales volume Perceptions about advertised products, as low quality, average quality and low quality. Various types/ forms of advertising are used as print, broadcast and celebrity. The research findings revealed that thee is a close relationship between advertising and sales volume of the company. Other factors were also indicated as determinants of sales volume. Based on research findings the following recommendations were made; the company should continue with advertising as a marketing strategy use different forms of advertising such as broadcast, print and celebrity advertisements, the company should set up a sales incentive programme to help its sales staff, the company should aim at product quality, should consider other marketing strategies, quality, should consider other marketing strategies, the company should be innovative and diversify their current offerings to suit changing demand.
Description
A research report submitted to the College of Economics and Management in partial fulfillment of the requirements for the award of a Bachelors Degree in Marketing Management of Kampala International University
Keywords
Advertisement, sales volume, century bottling company, Kampala