Market Orientation and Business Performance in the Private Sector of Uganda A Case Study of Uganda Post Services

TABLE OF CONTENTS

DECLARATION

APPROVAL ii

DEDICATION iii

ACKNOWLEDGEMENT iv

TABLE OF CONTENTS v

LIST OF TABLES vii

LIST OF FIGURES viii

ACRONYMS ix

ABSTRACT x

C~A~TE~ ONE 1

INTRODUCTIO1~i ., .., .,......,.., ~ . 1

1.1. Background of the study I.

1.2. Problem Statement 2

1.3. Objectives of the study 3

1.4 Research Questions 3

1.5. Research Hypothesis 3

1.6.Scope of the study 3

1.7. Operational definitions 4

1.8. Significance of the study 4

1.9. Conceptual Frame /work of the study 5

CHAPTER TWO 7

LITERATURE REVIEW 7

2.1 Conceptual definitions of the variable 7

2.3 Related Studies 8

V

CIIAP1ER ‘THREE ~ ............. ..................................... 13

h’~4E’TIIODOLOGY ,,unn.. UflflUU~ u.u.nnuugn,, .uu.,,.,,,n.,u.,.tgnguuut..na,,...,.nu.,,unu,a 13

3.1 Research Design . 13

3.2 Population of the Study 13

3.3 Sample size 13

3.4 Sampling Procedures 14

3.5 Data Collection Methods 14

3.5.1 Data Collection Instrument 15

3.6 Data Processing and Analysis 16

3.7 Ethical Consideration 17

3.8 Limitations of the study and suggested solutions 17

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PRESENTATION, ANALYSIS AND INTERPRETATION OF THE FINDINGS. ..~.,.. 18

4.1 The Demographic Profile of the Respondents 18

4.2. Profile of Respondents 20

4.3 Components of market orientation in Posta Uganda 21

4.4 Relationship between market orientation and performance of posta Uganda 22

Table 4.5: Showing Age of Respondent and Marital Status 24

CHARTER FIVE 27

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS 27

5.1. Summary of Findings 27

5.2. Conclusion 27

5.3. Recommendations 27

5.4. Areas for Further Research 28

REFERENCES 29

APPENDIX I: RESEARCH INSTRUMENT: QUESTIONNAIRE ,,..,.,,,,,,..,,,,,,,..,..., 34

APPENDIX II :BUDGET ESTIMSTES FOR THE RESEARCH STUDY 38

ABSTRACT

The topic of the study was Market Orientation and Business performance in the private postal service sector of Uganda in Kampala district a case study of Posta Uganda aimed at investigating the relationship between market orientation and business performance in Posta Uganda Kampala district. The study was guided by three specific objectives that is; to examine the components of market orientation in Posta Uganda; to determine the effect of market orientation on a company’s performance in Kampala district; to examine the level of association between market orientation, trust, loyalty and company’s performance. The hypothesis of the study was that, there is no relationship between market orientation and business performance at 0.05 level of significance. The study findings were that market orientation, business specific factors as well as market level factors adversely impacted business performance in Posta Uganda and influenced not only profitability of the business but also cash inflows and outflows respectively. The study concluded that since Posta Uganda had embraced market orientation techniques in all aspects this contributed towards huge amounts of cash inflows and profitability in the business although more efforts are still needed to improve on the postal service sector in the entire country. This study thus recommended that, Posta Uganda should improve on customer orientation to boost the awareness of the public about the benefits the postal service industry.