Bachelor of Marketing Management

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Recent Submissions

Now showing 1 - 5 of 23
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    The role of packing on consumer buying behavior: a case study of Pepsi industry Tanzania
    (Kampala international international: College of Economics and Management, 2011-06) Zuhura, Msangi
    No abstract
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    The effect of competitive intelligence on consumer goods in manufacturing firms: A case study of Bidco Refinery (K) Ltd
    (College of Economics and Management, 2009-09) Munguti, Shadrack M.
    The overall objective of this study is to investigate the effect of competitive intelligence on consumer goods in manufacturing firms. Specifically, the study examined the existing competitive intelligence techniques used by BIDCO Kenya Limited, established the effects of competitive intelligence techniques used on consumer products by BIDCO Kenya Limited and examine the benefits of competitive intelligence techniques used on consumer products by BIDCO Kenya Limited…
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    The effects of marketing promotional strategies on sales volumes: A case study of Multi Choice Kenya limited
    (College of Economics and Management, 2011-07) Wairimu, Edwin Kahura
    The study was conducted to determine the impact of sales promotion strategies on sales volume In Kenya a case study of MKL Company limited. The objectives of the study were to assess the impact of the sales promotion strategies employed by Multichoice Kenya limited on the increasing sales volume in the organization, to identify the sales promotion strategy (ies) used by MKL, to establish how to improve sales in MKL, to identify changes faced by MKL in implementing sales promotion strategies to reach its marketing objective. The challenges faced by MKL in implementing sales promotion strategies to reach its marketing objectives are customer loyalty, slow decision making by management, completion, and government intervention and customer perception. It's through the research findings that the study recommended that MKL should increase on the financial resources to their marketing promotion strategies, they should also revise their monthly fees for their customers and MKL should approach their promotion strategies carefully to avoid excessive promotions which might deteriorate the company's products.
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    The effect of the 4ps on consumer behavior: A case study of Lena florist shop
    (College of Economics and Management, 2008-10) Kyazze, Esther
    The objectives of the Study were; to find out the steps consumers go through to determine their purchases, to find out how the 4ps affect consumer behavior, to find out the internal and external factors which influence the consumers' tastes and preferences and therefore determine their purchases…
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    Communication and strategic market planning in pride microfinance in Kampala Central Division
    (Kampala International University, College of Economics and Management, 2012-08) Iniodu Ntia, Okon
    Center with specific aims of finding out the different communication modes used in strategic market planning; the role that communication plays; the challenges of strategic market planning that arise as a result of poor communicated messages: Literature was reviewed on existing facts on the major variables to comprehend the study in order to enrich the study findings. The study relied on a qualitative and quantitative research design where questionnaires and interview guide were administered on a sample of 60 respondents of which only 5 0 of these were relied upon. It was established that the forms modes of communication included TV, Radio, weekly meetings, newspapers, as well as door to door communications. The role of media was established to include; strengthening the clientele base, creating room for feedback, identifying needs, improving efficiency and promoting spirit of oneness for employees and clients. However it was noted that in trying to strategically market its plans, PRIDE experiences challenges of; misperceived message by a big illiterate group,, reduced demand for services, absence of personal interpretations, and disregard of policies. The study however, concluded that, for PRIDE to better implement its Strategic Market Plans it requires to improve on the way it relates with its illiterate targets. The study recommended the following; improving the communication channels; encourage adult learning; thorough editing of information designed; focusing on methods that cover rural communities; training group leaders to act as goal keepers.