Research Papers/Topics in Marketing

Data Driven Entrepreneur Analysis for Business Opportunity Evaluation

AbstractHigh market uncertainty makes it difficult for an entrepreneur to assess the status of the  market  for  a  business  opportunity.  Data  gathering  and  analysis  techniques  and  technology  are becoming a significant source of uncertainty management for many entrepreneurial endeavours. This is sometimes referred to as "data-driven entrepreneurship." We examine a datadriven dynamic method to overcoming market uncertainty in business opportunity appraisals. We focus on...

Weakly Supervised Deep Learning for Customer Review Sentiment Classification

AbstractSentiment  analysis  is  one  of  the  key challenges  for  mining  online  user  generated content.  In  this  work,  we  focus  on  customer reviews  which  are  an  important  form  of opinionated  content.  The  goal  is  to  identify each  sentence’s  semantic  orientation  (e.g. positive or negative)...

A Generalised Flow for B2B Sales Predictive Modelling

PURPOSE: The paper and packaging company that provided the data for this research has a long history of sales expertise. This expertise is captured predominantly in the intuition of sales representatives, many of whom have worked in the industry for 20 years or more AIM: Intuition  is  not  easy  to  record  and  disseminate  across  an  entire  sales  force,  however,  and  thus  one  of ...

Study on Advertising Activities of Airtel in the Indian Telecom Market

ABSTRACT: The purpose of the research paper is to study the promotional activities of  Airtel  in  the  Indian  telecom  market. Promotional  activities  not  only  help  in enhancing the customer base but also pave the  way  to  better  corporate  image.  A company needs better promotional tools in order to  survive  and  sustain the  turbulent Indian market and the prevailing s...

ADOPTION AND DIFFUSION OF ELECTRONIC BANKING PRODUCTS IN GHANA-A CASE OF E-ZWICH CARD

ABSTRACT The use of electronic banking products as been noted to be successfully implemented in most developed countries around the world, paving the way for the appreciation of a cashless society. Most Western economies emphasise the use of electronic transactions mediums for the purchase and delivery of products between sellers to consumers. In as much as these electronic transaction mediums are used for fast moving consumer goods in the developed countries; it is also practiced i...

Communication And Strategic Market Planning In Pride Microfinance In Kamp Ala Central Division

ABSTRACTThe study "Communication and Strategic Market Planning in PRIDE MicrofinanceKampalaCity Center with specific aims of finding out the different communication modesused in strategic market planning; the role that communication plays; the challenges ofstrategic market planning that arise as a result of poor communicated messages: Literaturewas reviewed on existing facts on the major variables to comprehend the study in order toenrich the study findings. The study relied on a qualit...

The Impact Of Counterfeiting On Consumers Buying Behavior ' Case Study: Nabuti Village-Mukono District

TABLE OF CONTENTSDECLARATION ................................................................................................ iAPPROVAL ...................................................................................................... iiDEDICATION ................................................................................................. ivACKNOWLEDEGMENT ..................................................................................... vCAHPTER I1.0 INTRODUCTION ...................

Marketing Strategies And Sales: A Case Study Of Century Bottling Company Mbarara Branch

ABSTRACT The researcher chose this topic because companies face a number of marketing strategies to choose from which impacts heavily on the sales of their products. The way these marketing strategies influence consumer attitudes, creates awareness, persuades potential and existing customers, supports purchase decisions, and creates brand loyalty as major impacts on the sales of the products offered in the market place. It is in this competitive environment that companies seek to appl...

Pricing Strategy And Sales Volume A Case Study Of Bidco (U) Limited

ABSTRACT This study was to establish the effects of pricing strategy on sales volume a case study of Bidco Uganda limited. Bidco Uganda limited was selected to the basis of the research study. The main objective was to establish the effects of pricing strategy on sales volume, to establish the pricing objectives pursued by Bidco (U) limited, to establish pricing strategies at Bidco (Ur Limited, to identify factors that influence pricing strategies at Bidco U Limited, and to establish t...

Customer Care And Sales Volume: A Case Study Of Kenya Airways

ABSTRACTThe purpose of the study was to establish the effects of customer care and salesvolume. The study was prompted by the fact that the airline's performance wasfar below expectation of the airline's management and was affecting its' salesvolume. The study used a cross sectional survey descriptive research designs.The research was guided by the following objectives; to establish factors thataffect customer care in Kenya airways, establish relationship between customercare and sales ...

The Effects Of Advertising On Sales Performance In An Organization A Case Of Mukwano Industries Limited Kampala Uganda

ABSTRACTThe study was intended to examme the relationship between advertising and salesperformance. Some companies put in efforts to advertise but in the end register low sales.This was based on secondary data from textbooks, journals, and internet and primary datafrom different respondentsThe objectives of the study were to identify the various advertising Medias, to identifymethods used in deciding the advertising budget, other promotional mix elements andrelationship between advertisi...

Employees Perspective On Customer Retention In Financial Service Retailers (Fsrs, Case Study: Post Bank Uganda Ltd

TABLE OF CONTENTDeclaration.------------------------iiApproval --iiiDedicatio 1vAcknowledgement--------------------v-v1List of figures -----vuList of abbreviation -------------- -----------------CHAPTER ONEINTRODUCTION-----vm1.0 Background of the study------------------11.1 Statement of the problem 21.2 Purpose of the study 31.3 Specific objectives 31.4 Research questions--------------------~1.5 Scope of the study----------------------41.6 Significance of the study·---------------------...

Marketing Strategies And Purchase Preference Among Consumers Of Smartphones In Nairobi City County, Kenya

The study sought to establish the effect of marketing strategies among consumers of smartphones in Nairobi City County. The study was guided by Stimulus response model, Howard & Sheth model and Jerome McCarthy’ 4Ps, it applied descriptive and explanatory research design. Residents of Nairobi between the ages 18 and 35 years formed the target population, they were approximated to be 1,694,127 and a sample size of 278 drawn from this population. The research adopted a...

Marketing Communication Strategies And Service Quality Among Mobile Phone Service Providers In Kenya

ABSTRACT Customer service is an important aspect of whole business process. In today‟s global competitive environment delivering quality service is considered as an essential strategy for success and survival. The general objective of the study aims at determining the effect of marketing communication strategies and service quality in the Mobile Phone service providers in Kenya, and the specific objectives of the study to establish the effect of advertising and service quality in the ...

The Effect Of Packaging On Consumer Behaviour: A Case Study Of Eden Tea- A Brand Of Karirana Tea Company, Kenya

ABSTRACTThe aim of the research was aimed at investigating the effect of packaging on consumerbehavior. The types of research used are qualitative and quantitative techniques. The aim of theresearch is to; research how packaging has improved on consumer purchases.The management through the research has been able to know how the customers are educatedabout keeping their environment clean and about their safety and health. The management hasalso seen how lifestyle would really affect cons...


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