The Effect of Advertising on Market Growth of an Organisation a Case Study in Akofl Firm of Mukwano Group of Companies Uganda

Abstract

The study aimed at assessing the effect of advertising on market growth an organization, case study being AKOFL in Uganda. The study was mainly looking at advertising and market share of AKOFL and if this was effective to the organization

The researcher used case study research design with both qualitative and quantitative approaches with a population study of 45 employees was used out of which a sample size of 40 employees was chosen. Purposive sampling design was used to select the employees purposively for the study. Using simple random sampling respondents were chosen from the different departments selected and questionnaires distributed to the selected respondents from the four departments in the industry. Both the primary and secondary data was used during collection of data. Data was collected by use of questioners and documentary review method s and analyzed in form of tables.

Findings revealed that AKOFL advertises most of its products but the market size was declining despite of their frequent advertisements. There was a strong relationship of(r= 0.261) between advertising and market growth.

The firm should use most of the local languages commonly used in Uganda to win customers from all tribes, use of e marketing to be adopted by the industry to reach most of the people who can access the internet than listen to radios and televisions and also the use celebrities in advertising their products, and finally the researcher recommends the investment in marketing research to determine the micro and macro environment factors on national and international market level.

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