Advertisement And Sale Volume In Selected Soft Drink Companies In Selected Districts, Central Uganda

TABLE Of CONTENTS

DECLARATION

APPROVAL SHEET

DEDICATION

ACKNOWLEDGEMENT

ABSTRACT

CHAPTER ONE

Introduction

Background of the Study

Statement of the Problem

Purpose of the study

Study Objectives

Research Questions

Scope of the Study

Significance of the Study

CHAPTER TVVO

LITERATURE REVIEW

Concepts, opinions, ideas from author/experts

Related studies

CHAPTER THREE

METHODOLOGY

Research Design

Sample Size

Sampling Procedures

Research Population

Research Instruments

Validity and Ratability of the Instruments

Data Gathering Procedures

Data Analysis

Ethical Considerations

Limitations of the Study

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Introduction

Profile of respondents

Level of Advertisement

Level of sales volume

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ii

iii

IV

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6

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Relationship between level of advertisement and Sales volume in Century Bottling

Company 36

CHAPTER FIVE 39

FINDINGS, CONCLUSIONS AND RECOMMENDATIONS 39

Findings 39

CONCLUSIONS 41

RECOMMENDATIONS 43

SUGGESTED AREAS FOR FURTHER RESEARCH 45

REFERENCES 46

CURRICULUM VITAE 55

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ABSTRACT This study established the relationship between advertisement and sales volume in

selected soft drink companies, in selected districts central Uganda. The study was

guided by four objectives, (i) profile of respondents (ii) level of advertisement (iii) level

of sales volume and (iv) whether there was significant relationship in the level of

advertisement and sales volume of selected soft drink companies. A survey design was

used specifically descriptive correlation and descriptive comparative. Data were

collected using self administered questionnaires as the key data collection instruments.

The findings revealed that there was a high level of advertising strategies, high level of

sales volume, no significant difference between advertisement and sales volume and no

significant relationship between advertisement and sales volume was established,

accepting the Null hypothesis. From the above findings appropriate conclusions,

recommendations and areas for further research were made. Conclusions were made

regarding various research objectives (i) on profile of respondents, majority were of age

group 20-39 (61%), Gender (67%) male and (33%) female, (84%) of respondents

were married, (80%) of respondents had university degrees, and 61 % of respondents

had working experience of above 8 years. (ii) High level of advertisement were used

according to respondents (mean 3. 70) (iii) High level of Sales volume was established

(mean 3.67),(iv) no significance difference(F= 0.637, sig. = 0.811), (v) no significant

relationship between advertising and sales volume was established (r= 0.280, sig. =

0.033)and regression indicated by a high Adjusted R2 of 0.048 was established.

recommendations based on the findings were that, soft drink companies should; (i)

develop marketing plans, (ii) improve branding, (iii)develop proper packaging (ix)

improve marketing communications (v) segment and target markets (vi) improve on

their distribution strategy, (vii) improve product strategy management, (viii)

innovativeness and creativity be improved (ix) carry out marketing research (x) improve

on completive intelligence (xi) develop quality products and services (xii) and establish

good relationships with customers. Areas of further research were suggested as impact

of new marketing communications technologies (ICTS) on communication effectiveness,

further research on branding and sales volume were also suggested.

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