The Contribution of Advertising to Sales Volume: A Case Study of MTN Uganda, Kasese Branch

Abstract

This research investigates the impact of advertising on the sales volume of MTN Uganda Ltd, with a specific emphasis on the Kasese Municipality branch. The objective of the study was to comprehend the effects of advertising on customer buying behavior and its consequent effect on sales. A total of 50 respondents were surveyed, consisting of 30 men (60%) and 20 females (40%). The age distribution spanned from 18 to over 48 years, with the majority (40%) falling between the 18-27 age group. According to the report, Coca-Cola was the product that people drank the most, accounting for 36% of consumption. Fanta came in second place with 16% consumption, followed by Stoney with 12%. Advertising had a substantial effect on consumer purchasing choices, as 62% of participants acknowledged its impact. A comprehensive consensus, with a 100% agreement, was established on the robust correlation between advertising and sales volume. The primary characteristics discovered in the effect of advertising are high visibility (52%), quality impression (20%), attention-drawing strength (16%), and perceived size (12%). Furthermore, the research emphasized that cost, size, and design are crucial factors to be taken into account when developing advertising campaigns. Additional elements that influenced the sales volume were flavor, which accounted for 20% of the effect, advertising, which accounted for 24% of the impact, and availability, which accounted for 10% of the impact. The study revealed two main limitations: the high cost of advertising, accounting for 40% of the identified issues, and the use of recycled bottles, which constituted 20% of the limitations. To address these challenges, two potential solutions were proposed: the use of promotional tools, which accounted for 30% of the offered remedies, and the avoidance of recycled bottles, which also constituted 30% of the proposed solutions. The report asserts that advertising has a crucial function in augmenting the sales volume for MTN Uganda Ltd. The results emphasize the significance of efficient advertising tactics in influencing customer buying behavior and enhancing sales. Keywords: Advertising; Sales Volume; Consumer Behavior; MTN Uganda; Kasese Municipality