The Effect of Consumer Sales Promotion on Sales Volume of Medium Scale Enterprises in Uganda Case Study: Gbk Milk Products (U) Ltd.

Abstract

The study examined consumer sales promotions and sales volume of medium scale enterprises in Uganda with specific reference to GBK Milk Products (U) Ltd. It was guided by three research objectives which were; to establish the effect of free samples on the sales volume, to study the effect of discount pricing on the sales volume, to study the impact of advertising on the sales volume of medium scale enterprises in Uganda.

The study used a cross sectional survey design with both qualitative and quantitative results while data was collected using questionnaires and interviews. In data analysis, frequencies, percentages and mean were used to show the magnitude of the effect the independent variables on dependent variable. Study findings revealed that work free sampling has a positive significant effect on the sales volume of medium scale enterprises. Findings also revealed that discount pricing significantly affects sales volume of medium scale enterprises. Also according to the study results, it was found out that there is positive significant effect advertising has on the sales volume of medium scale enterprises.

It was concluded that free sampling has given a start to the customers from where they can carry on with their purchase which increases sales volume, discount pricing has encouraged large quantity purchase especially for the retails to whom it is a very big advantage to their resell objectives hence increasing the volume of sales and finally advertising has created awareness of the different products on the market and both new and old which provides adequate knowledge about the products and a customer has no doubt when buying.

It was therefore recommended that an enterprise should carryout market research in order to understand which consumer sales promotion technique will be suitable to achieve the desired level of sales units.

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