The effect of branding on business sales.

Abstract

The purpose of the study was to establish the effect of branding on business at Pepsi Cola Masaka Branch basing on the following objectives; To examine the contribution of brand awareness on business sales of Pepsi Cola, To assess the effect of packaging techniques on business sales of Pepsi Cola, To examine whether sales promotion mediates the relationship between packaging techniques and business sales, To assess if sales promotion mediates the relationship between brand awareness and business sales The researcher used both cluster and random sampling techniques and here she divided the population into separate groups and sample random clusters were selected from the population and then the researcher conducted her data analysis from the sampled clusters. This is because cluster sampling allows them to be conducted with reduced economy, reduce variability and the sampling population was of different levels of contribution to Pepsi cola and was also taken from multiple areas. Findings reveal that branding affects the business sales as presented by the respondents. However, it is not only branding that influence business sales but also other factors such as quality of the product, location of the business, advertising among others can also affect the sales of the business. And so the management of Pepsi Cola should not only focus on branding but also look at such factors for the betterment of the organization. It was recommended that the management of Pepsi should base on the current trends to easily get to know what their customers want, further more the management should also inform customers of the new changes made in the designs of the brand. It was also recommended that in addition to age, attitude, other demographics should be studied along with packaging techniques when designing a brand to discover smaller customer segments and if those segments are found, marketing efforts should be targeted to increase business sales.