| dc.description.abstract | The dissertation is a result of a study to investigate the relationship between marketing strategies
and the performance of Micro-Finance Institutions in Uganda, using FINCA Uganda Ltd as my
case study. This study grouped marketing strategies into two broad categories; namely mass
media advertising and direct marketing (personal selling) and how these strategies impact on the
performance of MFIs. The scope of this study has narrowed the performance measures into
income growth, growth in customer deposits, and growth in loans at FINCA Uganda Ltd.
The study used both qualitative and quantitative approaches. Qualitative approach collected
respondents‟ views during interviews while quantitative approach collected information from
respondents by use of a checklist of structured questions.
The study population consisted the financial data at FINCA Uganda over 10 years from 2004-
2014. This study involved quantitative data and document (management reports) analysis. The
instrument of data collection used was a “checklist” of structured questions. Furthermore, a
questionnaire about marketing strategies was used to collect opinions from marketing personnel
The data was analysed and presented in tables, graphs and charts using MS Excel tools. Focus
was on analysis of relationships between different marketing strategies and performance
measures of MDI in general. The measures were expressed in form of percentages and ratios.
Based on the findings, it is recommended that advertising is not the best marketing strategy
FINCA Uganda can adopt. Instead personal selling would be the best and most recommended
strategy.
Personal selling activities like door-to-door marketing, presentations during school open days,
during meetings of vendors associations can be applied. These are recommended activities
targeting employers that need efficient banking services for their lower-paid staff would attract
more customers/clients to benefit from FINCA‟s financial products and services | en_US |
