| dc.description.abstract | This study on the effects of marketing communication on business performance in the cosmetic industry
in Uganda was carried out in the company of alinyikira eco investments ltd branch in equatorial mal
Uganda. The study followed a case study and descriptive and descriptive research design based on
interview guides and questioners. The research objectives in line with research questions included;
finding out the effect of advertising on business performance, finding the effect of personal selling on
profit levels of the business and finding the effect of sales promotion on business performance.
Qualitative data was analyzed using content analysis, charts and graphs whereas quantities data was
analyzed using descriptive statistics, frequency counts and percentages findings from the study included
the following; The level of money spent in advertising is always not equal to the profit gained by the
company, that advertising is the most efficient strategy the organization can uses to create awareness and
lastly that advertising increase the level performance for our organization, Personal selling is a marketing
communication tool that increases on the customer loyalty and business performance, and that Personal
selling connects the organization directly to the customers and that by the use of personal selling, an
organization can achieve the most market share and that repeated practice of sales promotion increase the
level of sales and also increase business performance, that repeated practice of sales promotion is indeed
too expensive and does not reduces business performance and profits and finally that Sales promotion
attracts new and unconquered regions leading to new customers
It recommends that an aggressive research which will help all businesses to understand the role of
marketing communications in improving their performance. This will be crucial in increasing profits,
sales and customer base. | en_US |
