Promotion methods and market share of telecom companies in Uganda; A case study of Orange Telecom.

Abstract

The study examines the relationship between promotion methods and market share of Telecom companies a case study of orange Uganda. The study was guided by the following objectives; to find out the relationship between advertising and Market share of Orange Telecom Uganda, to find out the relationship between sale promotion and market share of the Orange Telecom Uganda and to determine the role of personal selling and market share of Orange Telecom Uganda. The researcher used a case study and cross section study design. Data was collected using questionnaires and interview guide. Data collected was from primary and secondary sources, with sample size of 48 respondents. It was found out that Orange Telecom Uganda uses advertising, sales promotion and personal selling in order to increase Market share. It was also found out that there was a significant relationship between promotion methods and market share. The Pearson correlation (r) was 0.364. The study Concluded that promotion methods lead to increase in the market share of the Orange Telecom Company. There is a significant relationship between promotion methods and Market signified by the results from Pearson correlation analysis which were 0.3654. The promotion methods such as Advertising, Sales Promotion, and personal selling result into an increase in the market share. To increase the market share of Orange Telecom Company there is need to apply other methods of promotion. The researcher recommended that moving vans should be introduced so that they can reach distant places. The orange telecom Uganda should look at the competitive advantage of their competitors and use them to strengthen their market. Orange Telecom Uganda Should Continue to carry Market Research. Carry out regular Advertisement in both rural and urban areas.