| dc.description.abstract | This study assessed the Impact of Promotional Mix on Sales Performance in Ugandan
Manufacturing Industries. The specific objectives of the study were: To establish the impact of
advertising on sales performance in UBL, To assess the impact of Sales Promotion on sales
performance in UBL; To assess the impact of Personal Selling on sales performance in UBL
and To assess the impact of Public Relations on sales performance in UBL. The study adopted
the case study design with quantitative and qualitative research techniques. A total sample size
of 40 respondents from Uganda Breweries Limited was used. Self-administered questionnaires
and face to face interviews were used to collect data. Data was coded and later processed and
analysed. From the study it was revealed that, advertising has improved product demand,
provided information about the product and also perceived quality of the product. It was also
seen that advertising has increased product awareness and that it attracts customers to purchase
more products. Sales promotion has an effect on sales volume and that its tools trigger
awareness of the product, stimulates the interest to purchase and also identifies the perceived
quality of the product. Additionally personal selling has created a good relationship with the
customers, is an effective tool to customer education and approach in creating customer
awareness. Public relations create a favourable image, provide information about the product,
create more awareness of the product, and also establish long term relationship with the
customer and organization. It was recommended that the organizational management should
introduce other promotional approaches that are needed by in order to increase on sales. It was
also recommended that the organization management should set trainings for the employees on
how to be good salesmen | en_US |
