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| An Evaluation of the Effects of Advertising on Consumer Brand Awareness in an Organization, a Case Study of Mukwano Group of Companies
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Nabaguna Faridah, Dr Ariyo Gracious Kazaara, Asiimwe Isaac Kazaara
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Abstract:
The study looked at Mukwano Co. Ltd. as a case study to determine how advertising affects brand recognition. The study's key objectives included a research of the impacts of paid advertising on customer behaviour, an examination of the impact of broadcast advertisements on customer behavior, and an evaluation of the relationship between marketing and consumer behaviour patterns. Both qualitative and quantitative approaches were used, using a cross-sectional design. A total of 52 individuals were questioned, and since every single one of them responded, there were 52 respondents overall. The participants for the questionnaires and interviews were chosen utilizing straightforward random and stratified selection approaches. Frequencies, percentages, and relationship statistics were used in the data analysis. According to the study, publicity stunts and television advertisements have an advantageous impact on customer behavior. The study also found a positive relationship between advertising and customer behavior. The report suggests that businesses should employ a variety of advertising platforms to reach the greatest possible number of potential clients. Additionally, it says that firms that want to reach a broad demographic use television ads while businesses that want to win over customers use celebrity endorsements.
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