| dc.description.abstract | The study established the effect of sales promotion and Organization performance in cosmetics
industries in Uganda using Sanyu Moving Shop Natete (SAMONA) as a case study. The study
was guided by the following objectives; assessing the effect of consumer sales promotion on
organizational performance; to determine the effect of sales force promotion on organizational
performance and establishing the effect of trade sales promotion on organizational performance.
The study used a cross-sectional case study approach adopting both qualitative and quantitative
approaches. A sample size of 74 respondents comprising of department managers, marketers,
sales agents, and sales representatives selected using purposive sampling and simple random
sampling. Data was collected using self-administered questionnaires and in-depth interviews.
The data was analyzed using SPSS version 20.
The research revealed that the impact of sales promotion on organizational performance in
Samona is intense. Also, from the management perspective most of the respondents agree that
sale promotion provides extra incentives to purchase as well as stimulating resellers demand and
effectiveness.
The study devoted to conclude the relationship between sales promotion and the organizational
performance, most sales promotion provide extra incentives to purchase as well as stimulating
resellers demand and effectiveness. It revealed that effective sales promotion increase sales in
respect to trade sales promotion on performance (r=0.195**; p<0.001).
The researcher therefore recommended that, management of Samona Uganda Ltd should embark
on more strategic sales promotion, like trade promotion in order to increase their market share
and profitability. | en_US |
