TABLE OF CONTENTS
DECLARATION ................................................................................................................. i
APPROVAL ....................................................................................................................... ii
DEDICATION ................................................................................................................... iii
ACKNOWLGEMENT ...................................................................................................... iv
TABLE OF CONTENTS .................................................................................................... v
LIST OF TABLES ............................................................................................................ vii
ABSTRACT .................................................................................................................... viii
CHAPTER ONE ................................................................................................................ 1
1.0 Introduction ................................................................................................................... I
1.1 Background .................................................................................................................... !
1.2 Statement of the Problem .............................................................................................. .3
1.3 General Objectives ........................................................................................................ .3
1.3.1 Specific Objectives .................................................................................................... .3
1.4 Research Questions ....................................................................................................... .3
1.5 Scope of the Study ........................................................................................................ .3
1.6 Significance of the Study .............................................................................................. .4
1.7 Conceptual Framework .................................................................................................. 5
CHAPTER TWO: LITERATURE REVIEW ................................................................. 6
2.0 INTRODUCTION ........................................................................................................ 6
2.1 Current State of Advertising .......................................................................................... 6
2.2 The Theory of Profit Maximization: .............................................................................. 8
2.3 Effectiveness of advertisements on sales and profitability ............................................ 9
2.4 F onus/ types of advertisements ................................................................................... 13
2.5 Consumers' perception towards advertised products and its impact on sales ............. 15
2.6 Relationship between adve1iising and sales volume ................................................... 20
CHAPTER THREE:_METHODOLOGY ...................................................................... 22
3 .1 Introduction .................................................................................................................. 22
3.2 Research Design .......................................................................................................... 22
3.3 Area of the Study ......................................................................................................... 22
3.4 Sources of Information ................................................................................................ 22
3.4.1 Secondary Data ......................................................................................................... 23
3.4.2 Primary Data ............................................................................................................. 23
3 .5 Population .................................................................................................................... 23
3.6 Sample Size ................................................................................................................. 23
3.7 Sampling Techniques ................................................................................................... 23
3.8 Study Variables ............................................................................................................ 24
3.9 Instruments of Data Collection .................................................................................... 24
3.9.1 Questionnaire ............................................................................................................. 24
3.9.2 Interviews ................................................................................................................. 24
3.9.3 Data Quality control ................................................................................................. 24
3.10 Data Analysis ............................................................................................................. 25
3 .11 Limitations to the Study ............................................................................................. 25
V
CHAPTER FOUR:_PRESENTATION OF RESEARCH FINDINGS AND DATA
ANALYSIS ....................................................................................................................... 26
4.0 Introduction ................................................................................................................ 26
4.2.2: If advettising should be maintained as a marketing strategy by Century Bottling
Company ............................................................................................................................ 28
4.3 Responses on Forms of Advertising used by Century Bottling company ................... 29
4.4 Responses on Consumers Perception About Advettised Products .............................. 30
4.6 Relationship Between advertising and sales volume .................................................. .30
CHAPTER FIVE:_SUMMARY, CONCLUSIONS AND RECOMMENDATIONS .31
5.0 Introduction .................................................................................................................. 31
5.1 Summary of the findings ............................................................................................. 31
5.1.1 Effects of Advertising on Sales Volume .................................................................. 31
5.2 Conclusion ................................................................................................................. 32
5.3 Recommendations ........................................................................................................ 32
REFERENCES ................................................................................................................. .33
APPENDIX I: QUESTIONNAIRE .................................................................................. 35
ABSTRACT The study was to establish the effects of advertising on sales volume of Century Bottling Century. It was guided by a number of objectives these were; to establish the effects of advertising on sales volume of century bottling company, Kampala, to identify various types /forms of advertising, consumers perceptions about advertised products a... to establish the relationship between advertising and sales volume. The data was collected from pnmary and second sources. The researcher used questionnaires and interviews as research instruments. Close ended questionnaires were also used to obtain data from the respondents. The respondents comprised of employees from century bottling company Kampala district information was presented inform of a table and using percentages as a statistical method. The findings of the study shows that, adverting had positive effects on the sales volume Perceptions about advertised products, as low quality, average quality and low quality. Various types/ forms of advertising are used as print, broadcast and celebrity. The research findings revealed that thee is a close relationship between advetiising and sales vohune of the company. Other factors were also indicated as determinants of sales volume. Based on research findings the following recommendations were made; the company should continue with advetiising as a marketing sh·ategy use different forms of advetiising such as broadcast, print and celebrity advetiisements, the company should set up a sales incentive programme to help its sales staff, the company should aim at product quality, should consider other marketing strategies, quality, should consider other marketing strategies, the company should be innovative and diversify their cmrent offerings to suit changing demand.
