Masters Degree Dissertations

Permanent URI for this collectionhttps://hdl.handle.net/20.500.12504/136

Browse

Browsing Masters Degree Dissertations by Subject "Advertising"

Filter results by typing the first few letters
Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    Advertising and sales performance: a case of roofings Uganda limited
    (Kyambogo University [unpublished work], 2018-11) Balikurungi, Teddy
    This study explored the effect of advertising on sales performance of steel manufacturing companies in Uganda using Roofings Uganda Ltd as a case study. This study was needed due to evidence indicating that though Roofings Uganda Ltd was spending an increasing amount of funds on advertising, this was not being reflected her sales. The study specifically examined the effect of print media, billboard and broadcasting advertising on sales performance of Roofings Uganda Ltd. The research design used was a case study design and both qualitative and quantitative approaches were used. A sample of 48 employees and 3 key informants from the accounting and marketing departments, were used for the study. Data was obtained using a structured questionnaire for employees and structured interview guides for key informants. Data was analysed using descriptive, inferential statistics (quantitative data) and content analysis for qualitative data. The findings suggest that advertising in totality contributed 31 % (r2change =.312) to the performance of Roofings. In terms of individual factor contributions, it was found that print media contributed 11.4%, billboards, 5% and broadcasting 17.4%. Broadcasting made higher contribution, followed by print media and finally by billboards. With regard to print media advertising, leaflets were more effective than newspapers. Their pointed information and colourful illustrations enable a company to tell a clients and potential customers key qualities, uses and benefits of products. Billboard advertising was less significant due to the fact that, the forms used were very traditional and did not reach out to many potential clients. Broadcasting advertising contributed more to sales performance of Roofings due to the fact that it reached to more potential clients given the fact that people spend more time on TV and radio than reading. TV advertising had higher efficiency levels when compared with all classic advertising channels. TV advertising campaigns strongly affected sales volume than other advertising media. This is partly because the potential market was more visual and so spent more time on TV and the TV was able to effectively highlight products' quality, cost effectiveness and brand image. The study recommends that for advertising to contribute more to sales performance of steel manufacturing companies, they need to strengthen print media advertising by increasing its frequency. News Papers adverts should adopt the features of leaflets by having better colourful descriptions of products, with pointed benefits. Billboard advertisements should be re-cast to include messages that strongly impacts on clients' decisions purchase a product. Traditional billboard media should be dropped in favour of electronic billboards, because it is often ignored or tuned out.
  • Thumbnail Image
    Item
    Social media advertising and consumer buying behaviour among smes in Kampala Central Division
    (Kyambogo University ( Unpublished work), 2025-10) Muhurizi, Brian
    This study examined the effect of social media advertising on consumer buying behaviour among SMEs in Kampala Central Division. Specifically, it investigated (i) the impact of electronic word of mouth (e-WOM), (ii) the impact of information credibility, and (iii) the role of Social Media Platforms on consumer decisions. A causal-comparative research design was adopted, using both qualitative and quantitative methods. Simple linear regression analysis assessed how e-WOM, credibility, and Social Media Platforms affect consumer buying behaviour. Data was gathered from 176 respondents (165 SME operators and 11 Vloggers) through structured questionnaires and interviews. The results revealed that Information Credibility has a very strong and significant effect on consumer behaviour (β=0.896, P<0.05), followed by e-WOM (β=0.556, P<0.05), and Social Media Platforms (β=0.584, P<0.05). These findings underscore the crucial role social media advertising plays in shaping consumer choices among SMEs in the area. The study concludes that social media advertising through e-WOM, information credibility, and platform utilization significantly affects consumer buying behaviour. It recommends that SME stakeholders consistently provide accurate and reliable product information on social platforms to enhance customer trust and purchasing decisions. Additionally, SME marketers should diversify their use of platforms to reach varied audiences and ensure product accessibility. Finally, improving internet accessibility across Kampala Central Division is essential to maximize the reach and effect of social media advertising on consumer behaviour.