TABLE OF CONTENTS
DECLARATION ........................................................................................................................... .i
APPROVAL .................................................................................................................................. ii
DEDICATION ............................................................................................................................. iii
ACKNOWLEDGEMENT ........................................................................................................... .iv
ABSTRACT ................................................................................................................................... v
TABLE OF CONTENTS ............................................................................................................ vii
List of Tables ................................................................................................................................ ix
LIST OF ABBRIVIATIONS ......................................................................................................... x
CHAPTER ONE ........................................ : ................................................................................... 1
INTRODUCTION ......................................................................................................................... 1
1.0 Background of the Study ...................................................................................................... I
I. I Problem Statement ......................................................................................................... .3
1.2 Purpose of the Study: ..................................................................................................... .4
1.3 Specific Objectives: ............................................................................................................ .4
1.4 Research Questions: ....................................................................................................... .4
1.5 The Scope the Study: ....................................................................................................... 5
Geographical Scope: .............................................................................................................. 5
1.6 Significance of the Study: ............................................................................................... 5
1.7 The Conceptual Frame work: .......................................................................................... 7
Independent Variable Dependent Variable ............................................................... 7
CHAPTER TWO ........................................................................................................................ 9
LITERATURE REVIEW ........................................................................................................... 9
2.0 Introduction: ......................................................................................................................... 9
2.1 Effects of Media Advertising on consumer behavior .......................................................... 9
2.2 Effects of sales promotion on consumer behavior. ............................................................ 11
2.3 Effects of Direct Marketing on Consumer Behavior ......................................................... 13
2.4 Overview of Consumer Behavior ....................................................................................... 13
CHAPTER THREE ...................................................................................................................... 20
METHODOLOGY ....................................................................................................................... 20
3.0 Introduction: .................................................................................................................. 20
3.1 Research Design: ................................................................................................................ 20
3.2 Study Area: ........................................................................................................................ 20
Vll
3.3 Study Population: ............................................................................................................... 21
3.4 Sample Size: ....................................................................................................................... 21
3.5 Sampling Techniques: ........................................................................................................ 21
3.6 Sources of Data: ................................................................................................................. 22
3.7 Methods of Data collection: ............................................................................................... 22
3.8 Data quality Management: ................................................................................................. 23
3.9 Data processing and Analysis: ........................................................................................... 23
CAHPTER FOUR ........................................................................................................................ 25
PRESENATATION OF DATA ................................................................................................... 25
4.0 Introduction ........................................................................................................................ 25
4.1 The first objective of this study was to examine the effects of media advertizing on
consumer behaviour ..................................................................................................................... 25
4.2 To assess the effects of sales promotion on consumer behavior ........................................ 28
4.3 The last objective to this study was to evaluate the effects of direct marketing on
consumer behaviour ................................................................................................................ .32
CHAPTER FIVE .......................................................................................................................... 36
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ................................................ 36
5.0 Introduction ................................................................................................................... 36
5.1 Summary ........................................................................................................................... .36
5.2 Conclusion ......................................................................................................................... 39
5.3 Recommendations .............................................................................................................. 40
REFERENCES: ........................................................................................................................... xi
APPENDIX A ............................................................................................................................ xiii
RESEARCH QUESTIONNAIRES: ...................................................................................... xiii
APPENDIX B ............................................................................................................................ xvi
BUDGET ESTIMATE ........................................................................................................... xvi
APPENDIX C ........................................................................................................................... xvii
RESEARCH TIME TABLE ................................................................................................. xvii
ABSTRACT The researcher chose this topic of the study because: Companies and organizations are responsible for values, behaviors and decisions in consumption of their products and services through their promotional campaigns. The way these consumption behaviors are promoted and influenced has a major effect in the individuals who are at times the ultimate consumers of their products and services. It is in this outrageous background of view that promotional activities can be planed and scheduled no only intending to influence and persuade consumers but also consumers to benefit from quality products, reduced prices and above all customer care. The topic of the study was to understand promotional activities and consumer behaviors in Uganda Clays Limited. The specific objectives of the study were to examine the effects of the media advertizing on consumer behavior, to assess the effects of sales promotion on consumer behaviour and to evaluate the effects of direct marketing on consumer behaviour on Uganda Clays Limited. The data collected was both primary and secondary. The researcher used questionnaires and interviews as the research instruments. Closed ended questions were used to obtain data from the respondents. The sample size was of 64 respondents chosen through simple random sampling method. The respondents comprised of staff, from the head office at Kajjansi, 14 kilometers on Entebbe road from the main city Kampala and customers were chosen by the same method as they were coming to buy building materials at the main factory for the month of may, 2009. The data was then analyzed using percentiles as a statistical method. The information was presented in the form of table. The results obtained showed that promotional activities do tremendously a great role in determining and affecting consumer behaviors in the consumption of goods and services. This was evident since the data obtained exposed a full array of multiple realities that showed how promotional activities are very vital and should be embraced and used by the management of Uganda Clays Limited. At the end of the day, it leads to good reputation, image building, and increase in product awareness which breads the company's success growth