The Effect of Promotional Mix on Sales Performance in Ugandan Manfacturing Industries. a Case Study of Uganda Breweries Limited

Abstract

This study assessed the Impact of Promotional Mix on Sales Performance in Ugandan Manufacturing Industries. The specific objectives of the study were: To establish the impact of advertising on sales performance in UBL, To assess the impact of Sales Promotion on sales performance in UBL; To assess the impact of Personal Selling on sales performance in UBL and To assess the impact of Public Relations on sales performance in UBL. The study adopted the case study design with quantitative and qualitative research techniques. A total sample size of 40 respondents from Uganda Breweries Limited was used. Self-administered questionnaires and face to face interviews were used to collect data. Data was coded and later processed and analysed. From the study it was revealed that, advertising has improved product demand, provided information about the product and also perceived quality of the product. It was also seen that advertising has increased product awareness and that it attracts customers to purchase more products. Sales promotion has an effect on sales volume and that its tools trigger awareness of the product, stimulates the interest to purchase and also identifies the perceived quality of the product. Additionally personal selling has created a good relationship with the customers, is an effective tool to customer education and approach in creating customer awareness. Public relations create a favourable image, provide information about the product, create more awareness of the product, and also establish long term relationship with the customer and organization. It was recommended that the organizational management should introduce other promotional approaches that are needed by in order to increase on sales. It was also recommended that the organization management should set trainings for the employees on how to be good salesmen

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