The Impact of Market Promotions on the Performance of Telecommunication Companies Case Study: Airtel Uganda (Mbarara)
Year: 2014
Author: MBEERA CLAIRE
Supervisor: Marie Nakitende Goretti
Abstract
The purpose of the research study was to discover and understand the impact of market promotions to the performance of Airtel telecommunication company’s profitability, growth, and sales volume in Uganda.
The objectives of the study were to examine the various market promotional activities used by Airtel Uganda, to determine the relationship between market promotions and Airtel organizational performance and to identify and determine other factors affecting the Performance of Airtel Organization performance.
The study involved fifty (55) respondents. Simple random sampling technique and purposive sampling was used in the selection of the respondents as discussed in chapter three. The study was a descriptive type of study where booth qualitative and quantitative methods were used to analyze data. The methods used in data collection were questionnaires and interviews guides.
The major findings of the study indicate that, the best promotional activity used by Airtel Uganda is advertising with 27.3% as the highest opinion and personal selling with 10.9% as the lowest opinion respectively. The findings further revealed that, the majority of the respondents strongly agreed that market promotional activities have a significant relationship with organizational perfomance. Also the findings of the study on the other factors affecting the perfomance of the organization indicate that, motivation is one of the major factors affecting the perfomance of the organization with 40% as the highest opinion and chance for personal growth with 9.1% as the lowest opinion respectively as discussed in chapter four table 4.7.
Major recommendations are that, Airtel management should lay a solid foundation for market promotional activities to continuously take place so as to improve on the organizational perfomance. It is important for the organization to establish a team of experts that will monitor the market promotional activities processes. It should put a lot of emphasis in planning promotional programs.
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