Product Promotions and Market Share Growth in the Telecommunication Industry Among the Selected Airtel Outlets in Kampala Central Division, Uganda

ABSTRACT The study was set out to establish the relationship between Product Promotions and Market Share Growth in the among the Selected Airtel Outlets in Kampala Central Division-Uganda” The study was guided by five objectives:- (i) to determine the demographic profile of the respondents in terms of: gender, age, educational qualification, post/position in the outlet, length of experience in the industry, and nature of services provided.(ii) to determine the level of product promotion in the selected Airtel outlets in Kampala Central in terms of; personal selling, in-store displays, pricing, direct mail, trade fairs and exhibitions, advertising, and sponsorship (iii) to determine the level of market share growth of the selected Airtel outlets in Kampala Central Division in terms of; number of customer, number of outlets, revenue growth, daily sales, publicity, corporate image, Consistency of the prices.(iv) to establish whether there is a significant difference between product promotion and level of market share growth in Airtel outlets in Kampala Central division(v) to establish whether there is a significant relationship of product promotion and level of market share growth in Airtel outlets in Kampala Central division. It was based on a survey design specifically descriptive corelational design. The researcher used a self-administered questionnaire to collect primary data from 100 employees, using simple random and stratified sampling to minimize costs, time taken and enhance the degree of consistency and accuracy of the study. Data Analysis was done using statistical package for social science (SPSS) in relation to frequencies and percentages, means, and Pearson correlation coefficient. The findings of the study revealed that; there was a high level of product promotion, the high level of market share growth of the selected Airtel outlets in Kampala central division; and there was a significant relationship between the extent of product promotion and the level of market share growth in the selected Airtel outlets in Kampala Central Division (r=0.0211, sig.=0.000). All aspect of product promotion were found to be high for example personal selling (mean=2.84), in-store displays (mean=2.71), trade fairs and exhibitions(mean=2.65), Advertising, and Sponsorship(mean=3.05) and overall mean(2.84). All aspect of market share were found to be high for example number of customer(mean=2.73), number of outlets(mean=2.76), daily sales (mean=2.98), publicity (mean=2.69), consistency of the prices(mean=2.74), corporate image/social responsibility and the overall mean (2.73). The researcher recommended that; the governing body of the selected Airtel outlets under study should: (a) disclose any time limitations or material conditions applicable to a rate or discount advertised, (b) modify brand which consumers are excited about and want to take home with them, (c) pay a great deal of money to have their goods displayed prominently in the store, (d) reviewing the organizational mission and the role marketing plays in achieving it,(e) setting performance measures,(f) empower your employees, delegate with authority,(g) continuously improve its market offerings, be inventive and innovative by being new in the market ,(h) maintain complete, accurate, and forward looking customer information,(i) provides a basis upon which actual performance can be measured and create new distribution channels,(n) and create new geographical markets.