The effect of sales promotion on the sales performance: A case of MBS fruit agency Kampala

Abstract

This research investigated the effect of sales promotion on sales performance in Beverages industry in Uganda taking MBS Fruit Agency as a case study. The study was guided by the following objectives, to determine the effect of consumer sales promotion on sales performance at MBS Fruit Agency, to examine the effect of trade sales promotion on sales performance at MBS Fruit Agency and to establish the effect of business to business sales promotion on sales performance at MBS Fruit Agency It was concluded that that giving product compensation has worked for the company in improving its sales performance and therefore the company put more emphasis on production compensation consumer sales promotional tool to improve its sales performance. It was concluded on the promotional tool particularly is used for trade sales promotion as a way of effecting sales performance at MBS Fruit Agency revealed that providing sales contests to consumers has increased company sales being followed with other consumer promotional tool like display of the products, contacting sales meeting, giving discounts, giving special allowances, giving extra goods after meeting the target, giving adverting allowances and bonus deals. It was concluded about the promotional tool particularly used for business to business sales promotion as a way of effecting sales performance at MBS Fruit Agency that trade shows has worked for the company in improving the sales performance and others being consumer promotional tool like Trade discounts, free products, promotional products, and the trade. Therefore the company put more emphasis on trade shows business to business sales promotional tool to improve its sales performance. It was recommended that MBS Fruit Agency should endeavour at all time to have a planned and systematic sales promotion programme in place as this would help to make such promotional implementation effective. MBS Fruit Agency should set up a more and effective sales promotion department with experienced staff with the view to developing more promotional strategy in line with the company’s objectives.