Abstract:
This study sought to establish the impact of promotional strategies on business performance of Nile Breweries Uganda Limited. The specific objectives of the study were to establish the impact of trade fairs; to evaluate the role of trade discounts and to evaluate the influence of visual merchandising on the business performance of Nile Breweries Uganda Limited. The study employed a descriptive research design where it targeted the directors, sales and distribution, quality assurance and marketing employees at the company. A probability (simple random) and non-probability (purposive) sampling techniques were used to select study participants. The minimum sample size for the study was 73 from a total population of 90. The questionnaire was the main data collection tool where the researcher administered it to respondents. Interviews were also conducted using the interview guide. Data was analyzed both descriptively (mean, frequencies, percentages, and standard deviation) and inferentially (correlation and regression) using Statistical Package for Social Sciences (SPSS v.20). Analyzed data was presented descriptively in form of tables, graphs and pie charts. Findings on the first objective revealed that the effect of trade fairs on business performance was found to be at an R Squared coefficient of 0.385 (n=73, p=0.000). For the second objective, the effect of trade discounts on business performance was estimated to be at an R Squared coefficient of 0.287 (n=73, p=0.000). Analysis of the final objective estimated the R Squared coefficient relating to the effect of visual merchandising on business performance to be at 0.355 (n=73, p=0.000). It was concluded that promotional strategies of Nile Breweries Uganda Limited were not up to expectations and more can be done in this regard to facilitate the enhancement of business performance. Recommendations suggested the company should organize its own private trade fairs, revise its discount policies, and deploy marketing staffs in m: Promotional Strategies; Business Performance; Nile Breweries Uganda Limited; Business; Performance
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