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Effects of Marketing Mix on Sales Performance: A Case of Unga Feeds Limited

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dc.contributor.author Gituma, Michael Mwenda
dc.date.accessioned 2018-03-20T07:40:46Z
dc.date.available 2018-03-20T07:40:46Z
dc.date.issued 2017
dc.identifier.uri http://erepo.usiu.ac.ke/11732/3664
dc.description A Research Project Submitted to the Chandaria School of Business in Partial Fulfillment of the Requirements for the Degree of Masters in Business Administration (MBA) en_US
dc.description.abstract The purpose of the study was to determine the effects of marketing mix on sales performance. The research was guided by the following objectives: To evaluate the relationship between product and sales performance at Unga group, to evaluate the relationship between price and sales performance Unga group Ltd, to evaluate the relationship between place and sales performance at Unga group Ltd, and to evaluate the relationship between promotion and sales performance at Unga group Ltd. Descriptive research was used in the study. Target population was 127 middle level staff at Unga Group Limited. Stratified random sampling was used to select a sample size of 96. Structured questionnaires were used to collect data. Descriptive and inferential statistics was used to analyze data. Tables and figures were used to present data. Statistical Package for Social Sciences (SPSS) software was used to analyze the data. The first objective sought to evaluate the relationship between product and sales performance. It was also established that majority of the respondents agreed that product quality has a positive impact on sales performance, brand awareness influences organizational performance, packaging influence consumer-perceived product quality, packaging is used to describe the product and its use, company’s brand image, and loyalty has an influence on profitability However, respondent strongly disagreed that product perceived quality does not influence purchase intention The second objective aimed to evaluate the relationship between price and sales performance. It was also established that majority of the respondents agreed that use of pricing strategy has increased sales volume, price promotion has a significant impact on perceived product quality, use of penetration pricing influences customer purchase and value based pricing has a positive impact on profitability. However respondents disagreed that that price promotion strategies does not affect sales performance and use of price discount influences to a significant reduction in sales performance. The third objective was set to evaluate relationship between place and sales performance. It was established that majority of respondents agreed that distribution channels located in urban areas generate more returns than those in rural areas, use of distribution channels influences product availability, store design has a positive effect on consumer purchase and sales volume, use of distribution channels influences sales and profit. Findings also revealed that respondents disagreed that physical surrounding does not have any effect on sales. The fourth objective intended to evaluate relationship between promotion and sales performance. Findings revealed that majority of the respondents agreed that advertising is used to present product and ideas, sales promotions influences sales volume, e-marking has a positive influence on performance, direct marketing increase profit. Findings also revealed that respondents disagreed that Unga Ltd does not use personal selling and publicity to promote products and does not offer price discounts and coupons. The study concluded that product quality has a positive impact on sales performance, brand awareness influences organizational performance, packaging is used to describe the product, brand image, and loyalty influences company’s profitability and pricing strategy increases sales volume. In addition, store design and use of attractive stimuli such as music has an influence has a positive effect on consumer purchase and sales volume, and geographic location has a significant influence on profitability, advertising, direct marketing and increases sales volume. The study recommended that the Unga Group should improve on their packaging design hence increase product visibility and recognition. Improve on their branding strategy. Use price promotion strategy such as uses price discounts, free samples, bonus packs to increase customer’s intention to purchase their products hence increase in sales volume. Unga Group should also use attractive stimuli’s in their work environment and also during promotion hence influences customer’s perception and increase sales. en_US
dc.language.iso en en_US
dc.publisher United States International University - Africa en_US
dc.subject Marketing Mix en_US
dc.subject Sales Performance en_US
dc.subject Unga Feeds Limited en_US
dc.title Effects of Marketing Mix on Sales Performance: A Case of Unga Feeds Limited en_US
dc.type Thesis en_US


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