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

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