| dc.description.abstract | This research was an attempt to study promotion strategies and the performance of small and
medium enterprise, but focusing mainly on hotel businesses in Hoima Municiparity and the results
came out, that Promotion strategies such as advertising, sales promotion and personal selling are
crucial in the small and medium enterprises, specifically hotels. They play a big role in informing,
reminding and persuading of potential customers in the market. The study sought to establish the
effect of advertising on the performance of hotel businesses, to assess the influence of sales
promotion on the performance of hotel businesses, and to assess the influence of personal selling on
the performance of hotel businesses.
Random sampling methods were used to collect the data. A sample of sixty (60) employee and
employers from selected hotels that is to say, Kontiki hotel, Resort hotel, Crown hotel, Glory
Summit hotel, Koloping hotel and Kijugu Hill hotel, were given questionnaire to fill in, and fifty
(50) respondents were able to return back the questionnaire well filled.
The results from the data collected were analyzed both qualitatively and quantitatively. The results
showed that hotel businesses uses advertising, sales promotion and personal selling as forms of
promotion strategies to improve their performances in terms of sales growth, profits and market
share.
The results also indicated that promotion strategies that is to say advertising persuades large
numbers of customers to buy products and services, hence more sales and bigger market share are
obtained, sales promotion using incentives encourages more customers to buy more products and
services, hence sales growth and increased profits are attained and personal selling informs and
persuaded more customers to buy products and services, this leads to increased market share and
more sales thus increased profits are attained by these hotels.
The study recommended that hotel businesses in Hoima Municipality should take note on selecting
the effective form of promotion. Marketer in these hotels should consider the objective of the
business before applying these promotion strategies so as to be able to improve the performance of
the business | en_US |
