| dc.description.abstract | The major objective of the study is to assess the effect of public relations practices on sales
performance of manufacturing companies using a case study of Mukwano group of
companies found in makindye division. The study variables were the independent variable
included reputation management, internal communication and community relations while the
dependent variable included market share, profitability, customer retention. The specific
objectives of the study were to examine the effect of reputation management on sales
performance of manufacturing companies, to find out the role of internal communication on
sales performance of manufacturing companies, to determine the effect of community
relations on sales performance of manufacturing companies.
The researcher used a case study design with both quantitative and qualitative approaches.
The study involved a sample of 80 respondents drawn from a study population of 100 people.
SPSS was used to analyze the quantitative data to develop the tables. The time frame of the
study was cross sectional.
The conclusion of study showed mukwano group of companies practice public relations at
every level of the department of the organization.
The recommendation of the study was basically that support towards manufacturing
companies is critical. In regard to this, the central government should put in place a frame
work of policies and actions designed at supporting the establishment and growth of
manufacturing companies through subsidies and tax waivers. The end result of this will
significantly improve the performance of manufacturing companies, attract more local and
foreign investors, as well as increasing the profitability margin thereby re-investment,
resulting into business expansion and broadening employment opportunities in the country
and the region at large. | en_US |
