| dc.creator |
William, Edward |
|
| dc.date |
2020-06-17T06:40:37Z |
|
| dc.date |
2020-06-17T06:40:37Z |
|
| dc.date |
2013 |
|
| dc.date.accessioned |
2021-05-05T08:08:30Z |
|
| dc.date.available |
2021-05-05T08:08:30Z |
|
| dc.identifier |
http://hdl.handle.net/11192/3220 |
|
| dc.identifier.uri |
http://hdl.handle.net/11192/3220 |
|
| dc.description |
A Proposal Submitted To Mzumbe University, Dar Es Salaam Campus College
In Partial Fulfillment Of The Requirements For The Award Of The Degree Of
Masters Of Business Administration In Corporate Management(MBA-CM) |
|
| dc.description |
The study aimed at between ‘‘the assessments of sales promotion programs in soft
drinks industry: a case study of coca cola’’ The study objectives included: To critically
evaluate the promotion program mix of coca-cola, To analyze customers’ perception
of coca cola’s promotion program, To assess influence of promotion on customers’
purchase decision, To suggest measures to enhance promotion effectiveness
The study was carried out at coca cola kwanza ltd dar es salaama plant using a
correlation research design. The researcher used purposive sampling technique in
sample selection, stratified random sampling technique in categorizing the sample.
And lastly simple random sampling to choose respondents. A total of 150 respondents
comprising of Kwanza bottling company employees and consumers in Dar es Salaam
were selected to participate in the survey and a statistical package for social sciences
(SPSS) was used to analyze data.
The findings were presented using frequency tables. The study revealed that Coca cola
kwanza bottling company had a number of Sales promotional activities. Those
Consumers were aware of the sales promotions and were highly aroused by the
activities. The study further revealed that Coca cola kwanza bottling company has put
a number of loyalty programs basically to give back to society. Sponsoring football in
secondary schools, community work, free refrigeration programs, were mentioned. In
order to manage these programs, Coca cola kwanza bottling company has made use of
contracts. The study also found out that there is a strong positive correlation between
sales promotional activities and Sales growth through brand loyat by Pearson
correlation coefficiency of r=0.964**. Conclusively, the researcher discovered that
promotional activities to a greater extent affect consumers purchase decisions. This
implied that brand loyalty can be achieved through designing well packaged
promotions. Coca cola kwanza bottling company should therefore continue to put in
more efforts in designing and carrying out sales promotional activities.
In regard to the above observations, Coca cola kwanza bottling company should try as
much as possible to manage its sales promotional programs in a way that directly
rewards consumers and counter competition. |
|
| dc.language |
en |
|
| dc.publisher |
Mzumbe University |
|
| dc.subject |
Sales promotion, Promotional Activities, Brand Loyalty, Promotions-Soft Drinks |
|
| dc.title |
The Assessment of Sales Promotion Programs in Soft Drinks Industry: A Case Study of Coca Cola |
|
| dc.type |
Thesis |
|