The Impact of Advertising On the Performance of Cosmetic Products in Uganda: A Case Study of Movit Products

Overview
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TABLE OF CONTENTS

DECLARATION ........................................................................................................................... i

APPROVAL .................................................................................................................................. ii

DEDICATION ............................................................................................................................. iii

ACKNOWLEDGEMENT .......................................................................................................... iv

LIST OF TABLES ......................................................................................................................... v

LIST OF FIGURES ..................................................................................................................... vi

LIST OF ACRONYMS .............................................................................................................. vii

TABLE OF CONTENTS .......................................................................................................... viii

ABSTRACT .................................................................................................................................. xi

CHAPTER ONE ............................................................................................................................ 1

INTRODUCTION ......................................................................................................................... 1

I.I Introduction ............................................................................................................................ !

l .2Backgrom1d of the study ......................................................................................................... 1

1.3 Statement of the Problem ....................................................................................................... 2

1.4 Purpose of the study ............................................................................................................... 3

1.5 Objective of the study ........................................................................................................... .3

1.5.1 Specific Objectives of the Study ........................................................................................ .3

1.5.2 Research Questions ............................................................................................................. 3

1.6 Scope of the Study ................................................................................................................. 4

1.6.1 Content Scope .................................................................................................................... .4

1.6.2 Geographical Scope ........................................................................................................... .4

1.6.3 Time Scope ........................................................................................................................ .4

1.7 Significance of the Study ...................................................................................................... .4

viii

1.8 Conceptual Framework ....................................................................................................... 5

CHAPTER TWO ........................................................................................................................... 6

LITERATURE REVIEW ............................................................................................................. 6

2.0 Introduction ............................................................................................................................ 6

2.1 The concept of advertising ..................................................................................................... 6

2.2 Concept of sales performance ................................................................................................ 7

2.3 Relationship between advertising and sales perforrnance ...................................................... 9

CHAPTER THREE ..................................................................................................................... 11

RESEARCH METHODOLOGY ............................................................................................... 11

3.0 Introduction .......................................................................................................................... 11

3. I Study Research Design ........................................................................................................ 11

3.2 Study Population .................................................................................................................. 11

3.3 Sample Size .......................................................................................................................... 11

3.4 Data Collection .................................................................................................................... 12

3.5 Validity and Reliability ........................................................................................................ 12

3.6 Data Analysis ....................................................................................................................... 12

CHAPTER FOUR ....................................................................................................................... 14

DATA ANALYSIS, RESULTS AND DISCUSSION ............................................................... 14

4.0 Introduction .......................................................................................................................... 14

4.1 Background information ...................................................................................................... 14

4.2 Impact of advertising on the performance of cosmetic products in Uganda ........................ I 6

4.3 Illustrate the study findings .................................................................................................. 16

4.4 Reliability of advertising through recall .............................................................................. 19

4.5 Relationship between advertising and sales perforrnance .................................................... 21

46Infi· 'I .. ·. e1 ent1a stat1st1cs .............................................................................................................. 24

4. 7 Discussion of findings .......................................................................................................... 27

CHAPTER FIVE ......................................................................................................................... 29

FINDINGS, CONCLUSION AND RECOMMENDATIONS ................................................. 29

5 .0 Introduction .......................................................................................................................... 29

5. I Findings of the Study ........................................................................................................... 29

5 .2 Conclusion ........................................................................................................................... 29

5 .3 Recommendations ............................................................................................................... .30

5 .4 Suggestions for fmther studies ............................................................................................. 31

RE FE REN CES ............................................................................................................................ 32

APPENDICES .............................................................................................................................. 34

APPENDIX I: RESEARCH QUESTIONNAIRE SECTION A - BACKROUND

INFORMATION .......................................................................................................................... 34

ABSTRACT The study was to evaluate the impact of advertising on the performance of cosmetic products in Uganda: a case study of Movit products. The study was based on three specific objectives; to establish the forms of advertising adopted by movit Products Company, to determine the level of sales performance as a result of advertising at Movit Products Uganda Limited and to investigate the relationship between advertising and sales at movit products Uganda limited. It was based on a Descriptive research survey design basing on the use of qualitative and quantitative approaches that will be adopted to investigate the relationship between adve1tising and sales at movit products Uganda limited. Stratified sampling teclmique was used to select the units for study. Based on a survey of 100 Kampala International University students drawn randomly, findings indicated that advertising plays significant role on university students' loyalty for cosmetic products. It can be argued, however, that the most promiscuous buyer is more amenable to price dispersion and friends' reconm1endations. Data analysis was done using SPSS's frequencies and percentage means. Finally the report looked at the study results and gave the discussion of each finding. Therefore, here, data analysis, procedures and response rate are focused on. The study found that the effectiveness of adve1tising on reach and creation of awareness was determined by the level of knowledge about the existing platforms of advertisements and time spent on the media. The study further concluded that the impact of advertising on reach and creation of awareness was determined by the level of knowledge about the existing platforms of advertisements adopted by Movit Products Company in Uganda and time spent on various media. Then the findings conclusions and recommendations are presented. The report also showed the work plan for the whole research, the budget as distributed right from the topic inception up to research presentation, the questionnaire and finally the observation guide. Majority of the respondents (98%) attested to being aware of various forms of adve1tisements adopted by Movit Company. This illustrates that the impact of advertising on the performance of cosmetic products in Uganda was determined by the level of lmowledge about the existing platforms of adve1tisements adopted by Movit Company. We obtained the findings and analyze the data by use of tables (hypothetical) and charts which helped to present data and arrive at conclusion and recommendations. This piece of work has been compiled and is presented in a very simple language easy to understand, a lot of terminologies have been avoided. I therefore welcome you to have a humble time in reading this work. There are new and lmowledge building findings in the work, a lot of inspirations.

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The Impact of Advertising On the Performance of Cosmetic Products in Uganda: A Case Study of Movit Products

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