Advertisement And Sales Volume In Selected Soft Drink Companies In Selected Districts, Central Uganda

ABSTRACT

This study established the relationship between advertisement and sales volume in

selected soft drink companies, in selected districts central Uganda. The study was

guided by four objectives, (i) profile of respondents (ii) level of advertisement (iii) level

of sales volume and (iv) whether there was significant relationship in the level of

advertisement and sales volume of selected soft drink companies. A survey design was

used specifically descriptive correlation and descriptive comparative. Data were

collected using self administered questionnaires as the key data collection instruments.

The findings revealed that there was a high level of advertising strategies, high level of

sales volume, no significant difference between advertisement and sales volume and no

significant relationship between advertisement and sales volume was established,

accepting the Null hypothesis. From the above findings appropriate conclusions,

recommendations and areas for further research were made. Conclusions were made

regarding various research objectives (i) on profile of respondents, majority were of age

group 20-39 (61%), Gender (67%) male and (33%) female, (84%) of respondents

were married, (80%) of respondents had university degrees, and 61 % of respondents

had working experience of above 8 years. (ii) High level of advertisement were used

according to respondents (mean 3. 70) (iii) High level of Sales volume was established

(mean 3.67),(iv) no significance difference(F= 0.637, sig. = 0.811), (v) no significant

relationship between advertising and sales volume was established (r= 0.280, sig. =

0.033)and regression indicated by a high Adjusted R2 of 0.048 was established.

recommendations based on the findings were that, soft drink companies should; (i)

develop marketing plans, (ii) improve branding, (iii)develop proper packaging (ix)

improve marketing communications (v) segment and target markets (vi) improve on

their distribution strategy, (vii) improve product strategy management, (viii)

innovativeness and creativity be improved (ix) carry out marketing research (x) improve

on completive intelligence (xi) develop quality products and services (xii) and establish

good relationships with customers. Areas of further research were suggested as impact of new marketing communications technologies (ICTS) on communication effectiveness, further research on branding and sales volume were also suggested.