Marketing Research Papers/Topics

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

ABSTRACT The study was intended to examme the relationship between advertising and sales performance. 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 data from different respondents The objectives of the study were to identify the various advertising Medias, to identify methods used in deciding the advertising budget, other promotional mix elements and relationship between adverti...

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

TABLE OF CONTENT Declaration.------------------------ii Approval --iii Dedicatio 1v Acknowledgement--------------------v-v1 List of figures -----vu List of abbreviation -------------- ----------------- CHAPTER ONE INTRODUCTION -----vm 1.0 Background of the study------------------1 1.1 Statement of the problem 2 1.2 Purpose of the study 3 1.3 Specific objectives 3 1.4 Research questions--------------------~ 1.5 Scope of the study----------------------4 1.6 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 area sampling method ...

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 Mobil...

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

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

Customer Relationship Management And Satisfaction Of Commercial Banks’ Account Holders In Nairobi City County, Kenya

ABSTRACT Customer satisfaction is a dynamic parameter for measuring business success. As a modern measure for service quality, it ensures investment in development of customer centred management strategies such as Customer Relationship Management (CRM). Globally, CRM has been applied in the banking sector to enhance service quality and the resultant customer satisfaction which increases competitiveness, customer retention and profitability. Despite implementation of CRM programmes by commerc...

Personal Selling Strategies And Customer Loyalty Among Insurance Companies In Malindi Town, Kilifi County, Kenya

ABSTRACT The customer retention among the insurance companies in Malindi town has been declining Khasaya. Compared with other financial institutions in the area, the attraction of the new customers has been inadequate within the insurance companies. Most customers open accounts with insurance companies in Malindi Town but make minimal transactions with those insurance companies such as insurance cover among others. Thus formed the basis of the current study that the influence of personal sel...

The Impact Of Price Fluctuation On The Demand Of Omo Washing Powder Ilf The Kenyan .Market Case Study Unilever Kenya Ltd

TABLE OF CONTENTS Declaration ........................................................ . .. . . . . ........ . ........ ... . Approval .................. .. .. .. ... . ........ .. ......... .... ......................... .. ..... .... ii Dedication ............... .. .......... . ........ ............ . ................... .. .. ............. iii CHAPTER ONE 1.0 Introduction .................................................. ....... . ........ .. .. . ............. I 1.1 Background of the ca...

The Effect Of Advertising On Sales Voluivie In An Organization: A Case Study Of Post-Bank Kenya

ABSTRACT The study sought to establish the effect of Advertising on sales volume in an Organization with regard to POST BANK Kenya and was driven by three objectives: That is investigating the to identify the existing methods of advertising that the POST BANK employs, to analyze how various forms of advertising can affect the level of sales volume of in POST BANK and to establish how advertising increases the sales volume that affects POST BANK profitability. To achieve these objectives the r...

Effects Of Marketing Strategies On Growth Of Registered Real Estate Iffrms In Nairobi County, Kenya

ABSTRACT The general objective of this study was to investigate the effects of marketing strategies on growth of real estate firms in Nairobi County. The study was therefore guided by the following specific objectives: to establish how price as a marketing strategy affect the growth of real estate firms in Nairobi County, to assess the effect of promotion strategy on the growth of real estate firms in Nairobi County, to assess the effect of place on the growth of real estate firms "in Nai...

Influence Of Marketing Mix Dimensions On Perfomance Of Shopping Malls In Nairobi City County Kenya

ABSTRACT The retail sector in particular shopping malls forms a critical element of a community’s economic and social welfare. It provides shoppers with products variety, value for money, convenience and recreational services. However the sector is posed with challenges of intense competition and complex shoppers’ behavior. The purpose of the study was to establish the influence of marketing mix dimensions on performance of shopping malls. The specific objectives included seven marke...

Consumer Perception, Attitude And Patronage Towards Purchase Of Imported Versus Locally-Produced Apparel In Nairobi County, Kenya

ABSTRACT The purpose of this study was to analyze consumer perceptions, attitude and patronage towards purchasing locally-produced versus imported apparel among public servants in Kenya. The objectives of the Study were: to establish the attributes that professionals consider in selecting apparel; to determine the perception of public servants towards locally-produced and imported apparel; to establish the factors that influence the perception, preference and attitude of public servants towa...

Effect Of Technology Based Customer Relationship Management On Service Quality In The Telecomunications Industry In Arusha, Tanzania

ABSTRACT Customer relationship management is a concept that was adopted by companies around 1990s. This concept cannot be ignored by companies, taking into consideration that companies are operating in a very competitive environment brought about by technological advancements and globalization in the business environment. The aim of customer relationship management is to create, nurture and maintain mutual relationships between a company and its customers so as to attain customer loyalty for ...

Effect Of Marketing Communication Mix On Sales Performance Of Soft Drink Companies In Dar Es Salaam, Tanzania

ABSTRACT The most fundamental feature of any company is sales of their product(s) because it support any business’ survival. Selling entails the use of advertising, sales promotions, publicity and direct marketing. Companies respond differently with their marketing communication mix decisions even when subjected to almost the same macro environmental factors. The macro environmental factors like competition and market factors facing the soft drink companies have not been addressed successf...

Brand Personality And Customer Purchase Decision Of Smartphone By Masters’ Students In Selected Public University Campuses In Nairobi Central Business District, Kenya

ABSTRACT Brand personality is an emerging modern marketing differentiation marketing strategy which enhances business competitiveness. The general objective of this study was to investigate the influence of brand personality on customer purchase decision of Smartphone in Kenya. The specific objectives of the study were to; establish the influence of brand personality sincerity on customers purchase decision, determine the influence of brand personality excitement on customer purchase decisio...


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