ABSTRACT This study investigated the influence of research and sales performance among selected SM Es in Makindye Division, Kampala. The study was guided by the following research objectives: i) to establish market research practices among selected SMEs in Makindye Division. Kampala; to establish the level of sales performance among selected SMEs in Makindye Division, Kampala; and iii) to determine the relationship between market research and sales performance among selected SMEs in Makindy...
ABSTRACT This main objective of this study is to determine the relationship between relationship marketing practices and customer retention in the mobile telecommunications industry of Ghana. Specifically, the study sought to analyses the direct and indirect relationship among relationship marketing (RM) practices of trust, commitment, conflict handling on customer retention. To achieve the objectives of the study, hypothesis was formulated based on literature reviewed and a descriptive qua...
ABSTRACT The purpose of this study is to examine the firm-level determinants of export performance of Small and Medium Enterprises (SMEs) using the Strategic Export Model. This study attempts to understand how internal/firm-level variables can be used to complement macro-level policies and programmes to help improve the level of exports in Ghana. The aim of this study therefore is to examine how firm characteristics, firm competencies and capabilities, and firm export marketing strategies of...
ABSTRACT The competitive landscape in the Microfinance Banking Industry has accentuated the need for effective marketing communication strategy in the marketing of bank services. The objective of this study was to examine the effect of marketing communication tools on the savings mobilization drive of microfinance banks in Akwa Ibom State. To achieve this objective, data were collected using a survey of 400 respondents drawn from the bank branch/cash centres marketing managers, selected staff...
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 in the ban...
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·----------...
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 ...
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...
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...
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...
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...
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...
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 ...
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...
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...