Marketing Communications and Business Success in Selected Soft Drink Companies in Selected Districts, Central Uganda

TABLE OF CONTENTS

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

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

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

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

TABLE OF CONTENTS ......................................................................................................... V

LIST OF TABLES ............................................................................................................... viii

ABSTRACT ........................................................................................................................... .ix

CHA.PTER ONE ..................................................................................................................... 1

IN'TRODUCTION .................................................................................................................. 1

1.1 Background of the Study .................................................................................................... I

1.2 Statement of the Problem ................................................................................................... 3

1.3 Purpose of the study ........................................................................................................... 4

1.4 Study Objectives ................................................................................................................ 4

1.5 Research Questions ............................................................................................................ 4

1.6 Scope of the Study .............................................................................................................. 5

1.6.1 Content scope .................................................................................................................. 5

1.6.2 Context scope .................................................................................................................. 5

1.6.3 Time scope ...................................................................................................................... 5

1.7 Significance of the Study ................................................................................................... 5

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

LITERA. TORE REVIEW ...................................................................................................... 6

2.1 Concepts, opinions, ideas from author/ experts .................................................................. 6

V

2.2 Related studies .................................................................................................................... 6

2.3 Conclusion ....................................................................................................................... 13

CHAPTER THREE .. ~ .......................................................................................................... 14

METHODOLOGY ............................................................................................................... 14

3.1 Research Design ............................................................................................................... 14

3.2 Sample Size ...................................................................................................................... 14

3.3 Sampling Procedures ........................................................................................................... 14

3.4 Research Population ......................................................................................................... 15

3.5 Research Instruments ....................................................................................................... 15

3.6 Validity and Ratability of the Instruments ....................................................................... 16

3.7 Data Gathering Procedures ............................................................................................... 16

3.8 Data Analysis ................................................................................................................... 17

3.9 Ethical Considerations ...................................................................................................... 18

3.10 Limitations of the Study ................................................................................................. 18

CHAPTER FOUR ................................................................................................................ 20

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA ........................ 20

4.0 Introduction ...................................................................................................................... 20

4.1 Profile of respondents ....................................................................................................... 20

4.2 Level of marketing communications ................................................................................ 22

4.3 Level of Business success ................................................................................................ 26

4.4 Significant difference between the level of advertisement and sales volume in selected

soft drink companies, central Uganda .................................................................................... 30

vi

CHAPTER FIVE .................................................................................................................... 33

FINDINGS, CONCLUSIONS AND RECOMMENDATIONS ............................................ 33

5.0 Introduction ...................................................................................................................... 33

5.1 Findings ............................................................................................................................ 33

5.2 Conclusions ...................................................................................................................... 35

5.4 Recommendations ............................................................................................................ 36

5.5 SUGGESTED AREAS FOR FURTHER RESEARCH .............................................. 38

REFERENCES ....................................................................................................................... 39

APPENDICES ........................................................................................................................ 41

APPENDIX.A: QUESTIONNAIRE ON MARKETING COMMUNICATIONS ............... .41

APPENDIX.B: QUESTINNAIRE ON BUSINESS SUCCESS ........................................... .43