ABSTRACT
The study was aimed at establishing the effect of using premiums in consumer sales
promotion on the sales performance of an Organization taking Mukwano industries as a
case study. The main issue was the fact some product lines still experienced sales
fluctuation despite the fact that Organizations used some of the best methods of
promotion and thus there was a need for the Organization consider the intervention of
premiums as a new sales promotion tool in order to improve sales performance.
The purpose of the study was therefore to find out whether Companies incorporated
premiums as a sales promotion tool, establish the type and quality of the premiums they
offer as well as find out which products were promoted using premiums.
In addition, the study was also aimed at finding out the effect of using premiums in sales
promotion on the sales performance of the Organization.
Fmiher more the study addressed questions such as; which companies used premiums in
their sales promotion? What type and quality of premiums were offered? Which products
were promoted using premiums? What was the relationship between premiums and sales
promotion?
The study was Cross sectional since it targeted the views of the people who were most
informed about the Organization's activities and operations Thus the Respondents
comprised of consumers of the Organizations' products, the employees and sales managers as well as the Distributors of the Organizations' products.
The study was conducted in Kampala, Uganda and the data collection instruments and methods included interviews, questionnaires, and observation and past records. The analysis of the data was done using both qualitative and quantitative methods
KALEE, M (2021). The Use Of Premiums In Consumer Sales Promotions And Its Effect On The Sales Performance Of An Organization. (Case Study; The Mukwano Industries, Kampala, Ugan. Afribary. Retrieved from https://afribary.com/works/the-use-of-premiums-in-consumer-sales-promotions-and-its-effect-on-the-sales-performance-of-an-organization-case-study-the-mukwano-industries-kampala-ugan
KALEE, MUTUA "The Use Of Premiums In Consumer Sales Promotions And Its Effect On The Sales Performance Of An Organization. (Case Study; The Mukwano Industries, Kampala, Ugan" Afribary. Afribary, 04 Jun. 2021, https://afribary.com/works/the-use-of-premiums-in-consumer-sales-promotions-and-its-effect-on-the-sales-performance-of-an-organization-case-study-the-mukwano-industries-kampala-ugan. Accessed 27 Nov. 2024.
KALEE, MUTUA . "The Use Of Premiums In Consumer Sales Promotions And Its Effect On The Sales Performance Of An Organization. (Case Study; The Mukwano Industries, Kampala, Ugan". Afribary, Afribary, 04 Jun. 2021. Web. 27 Nov. 2024. < https://afribary.com/works/the-use-of-premiums-in-consumer-sales-promotions-and-its-effect-on-the-sales-performance-of-an-organization-case-study-the-mukwano-industries-kampala-ugan >.
KALEE, MUTUA . "The Use Of Premiums In Consumer Sales Promotions And Its Effect On The Sales Performance Of An Organization. (Case Study; The Mukwano Industries, Kampala, Ugan" Afribary (2021). Accessed November 27, 2024. https://afribary.com/works/the-use-of-premiums-in-consumer-sales-promotions-and-its-effect-on-the-sales-performance-of-an-organization-case-study-the-mukwano-industries-kampala-ugan