Bachelor of Business Administration - Main Campus

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https://scholar.ucu.ac.ug/handle/20.500.12311/78

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Product Differentiation and Organizational Competitiveness: A Case of Amstus Polymer Packaging Limited, Namanve
(Uganda Christian University, 2025-09-24) Douglas Enock Higaye
The study aimed at posing the distinguishing relationship between product differentiation and organizational competitiveness. We used Amstus polymer packaging limited located in Namanve as our case study. When we dig deep in the highly competitive polymer sector, we see very many businesses coming up so to be able to take over the rivals in the market. Being guided the Porter’s Generic Strategies of cost leadership, focus and differentiation, the conducted study enabled the researcher to know how the different attributes of differentiation such as quality, branding and also the customer image influence the organizational competitiveness estimated in terms of market growth, brand recognition and also customer loyalty. A descriptive study method was employed where 90 questionnaires were issued out and got response of 73 questionnaires. This information was gathered through structured questionnaires and complemented it with thematic analysis for qualitative responses. The end results of the survey showed that the increased customer loyalty bridges a gap between the product uniqueness and the increased Organizational competitiveness. The different aspects of the product uniqueness measured in terms of innovative packaging, quality assurance and branding significantly create a positive relationship to achieve the competitiveness in terms of market share and sales growth. Moreover the product differentiation created more firm’s resilience and adaptability in response to the pressure of rivals and the change in tastes and needs of the customers. The survey ended that product uniqueness incorporated with strong customer loyalty is a critical driver of sustainable competitive advantage to the firm. It recommends the continuous product innovations so as to be able to be at the top of the market dynamics and be at the top of their rivals.
An Evaluation of the Effects of Central Bank Policies on Bond Market Performance in Uganda
(Uganda Christian University, 2025-10-01) Beatrice Kirabo Nakibuuka
This study assesses how central bank policies affect Uganda's bond market performance, with a particular emphasis on the ways that important monetary policy tools affect investor participation, trading activity, and liquidity. It specifically looks at reserve requirement rules, open market operations, and the central bank rate (CBR). Structured questionnaires were used to gather information from 43 players in the financial market, including traders, analysts, investors, and regulators. Regression analysis and descriptive statistics were used to investigate the connections between bond market performance and central bank policy. The results show that the CBR is a key factor in determining bond rates and liquidity: 72.1% of respondents said that a higher CBR decreases market liquidity, while 67.4% of respondents agreed that changes in the CBR had a direct impact on bond yields. Increases in the CBR result in higher borrowing costs and less trading activity, according to regression studies that indicated a strong negative association (coefficient = -0.542, R2 = 0.46, p < 0.001). Of those surveyed, 72.1% concurred that OMOs increase trade volumes, while 69.8% pointed out that they increase liquidity. A substantial positive correlation was shown by regression analysis (coefficient = 0.476, R2 = 0.42, p < 0.001), indicating that OMOs successfully maintain liquidity and promote primary and secondary market activity. Regarding reserve requirements, 72.1% of respondents said that they deter small investors, while 76.7% said that they decrease investor liquidity. Investor engagement was negatively and significantly impacted, according to regression analysis (coefficient = -0.391, R2 = 0.37, p = 0.004). Overall, the analysis demonstrates that central bank policies have a major impact on yields, liquidity, and investor activity in Uganda's bond market. Policymakers, regulators, and market players may use this information to guide their actions and ensure vibrant, inclusive, and sustainable financial markets.
Effect of Mobile Money Technology on Performance of Small and Medium Enterprises in Mukono Municipality
(Uganda Christian University, 2025-09-25) Fredrick Njuki
This study conclusively demonstrates that mobile money technology exerts a significant positive influence on the performance of Small and Medium Enterprises (SMEs) in Mukono Municipality. The research, which employed a descriptive cross-sectional design and collected data from 80 SME owners via structured questionnaires, identified a strong and statistically significant correlation (r = 0.837, p < 0.01) between the adoption of mobile money services and enhanced SME performance. Regression analysis pinpointed the specific impacts of key dimensions of mobile money: mobile banking was the most influential factor (β = 0.560), significantly streamlining financial operations like cash withdrawals, balance checks, and deposits, thereby saving time and reducing the risks of cash theft. Mobile payments (β = 0.296) were found to enhance transactional efficiency and convenience in dealings with both suppliers and customers, while mobile finance (β = 0.173) provided crucial access to savings and credit facilities, overcoming traditional banking barriers. Overall, the findings indicate that mobile money technology contributes directly to SME growth by improving profitability, enabling capital accumulation for expansion, and increasing operational efficiency. Therefore, the study strongly advocates for the full integration of these digital financial services by SME owners and recommends that policymakers and service providers work to enhance platform reliability and accessibility to further catalyze small business development in the region.
The Impact of Digital Marketing on Small and Medium Enterprises (SME) Growth in Uganda: A Case Study of Mukono Municipal Council (Central & Goma Divisions)
(Uganda Christian University, 2025-09-23) Daniel Atuhairwe
Small and Medium Enterprises (SMEs) are central to Uganda’s economy, contributing significantly to employment and national GDP. Yet many SMEs face growth challenges linked to limited market reach, low brand visibility, and inadequate marketing resources. Digital marketing offers opportunities for SMEs to expand their customer base and improve competitiveness; however, many enterprises facing barriers such as high internet costs, low digital literacy, and skepticism about effectiveness. This study examined the impact of digital marketing on the growth of SMEs in Mukono Municipal Council (Central & Goma Divisions), with specific focus on adoption levels, key constraints, and strategies for overcoming these barriers. A descriptive cross-sectional research design was employed, and data was collected through structured questionnaires administered to 30 SMEs, complemented by thematic insights from interviews. Findings revealed that SMEs moderately adopt digital tools, with WhatsApp emerging as the most dominant platform due to its affordability and accessibility. Facebook, Instagram, and Google Business profiles were moderately used, while SMS/Email marketing recorded the lowest adoption. Major barriers included high data costs, limited digital skills, and time constraints, but SMEs expressed strong willingness to adopt further digital tools if these challenges were addressed. The study concludes that digital marketing is perceived as useful but remains underutilized in Mukono. It recommends affordable SME-specific internet bundles, training programs, awareness campaigns, and government/NGO support as critical interventions. With such support, SMEs could transition from basic to more strategic use of digital platforms, positioning them for sustainable growth in Uganda’s increasingly digital economy.
Performance Management Practices and Employee Retention in Organizations
(Uganda Christian University, 2025-09-22) Patience Birungi
This research investigated how performance management practices contributed to employee retention at Housing Finance Bank. In particular, it paid attention to training and development, fairness of the evaluation, the quality of feedback, and clarity of goals. The survey was conducted with the help of a descriptive approach, where 32 employees were used based on a survey methodology, including structured questions, quantitative answers, and qualitative ones. The quantitative data were discussed in terms of frequencies and percentages to determine the tendencies and the degree of agreement, whereas the qualitative comments were used to provide a context and deeper understanding of the employees. The results showed that despite the fact that only 57.9% employees provided active participation in the goal-setting, the majority of them knew their performance targets and were aware of how they aligned with the strategic objectives of the bank. Whereas there are employees who complained about the unequal availability of opportunities, most of them said there was timely feedback and useful. There were also challenges observed on the availability of training and fairness of performance appraisals. Generally, performance management practices were observed to have a lot of impact on the intentions of the employees to stay in the organization. It suggests to improve structured feedbacks and to have transparent and equitable assessments, to have better access to training, to have performance-based recognition and increase participatory goal-setting as a way to increase employee engagement, satisfaction and retention in the long term.
Credit Policy and Performance of Commercial Banks in Kampala, Uganda: A Case Study of Post Bank Uganda (PBU), Main Branch
(Uganda Christian University, 2025-09-17) Derick Atumanya
The stability and growth of the Ugandan economy are significantly influenced by the performance of its commercial banking sector. A well structured credit policy is a critical management tool for mitigating risk, ensuring loan portfolio quality and ultimately determining a bank's financial performance. This study investigates the relationship between credit policy and performance of commercial banks with a specific focus on Post Bank Uganda's main branch in Kampala. The research adopted a case study design, utilizing a mixed methods approach. Primary data was collected through questionnaires administered to a sample of staff at Post Bank Uganda's main branch and interviews with key management personnel. Financial performance was measured using key indicators such as Return on Assets (ROA), Return on Equity (ROE) and the level of Non Performing Loans (NPLs). Data was analyzed using both descriptive and inferential statistics. The study found that specific components of Post Bank Uganda's credit policy have a statistically significant and positive relationship with the bank's performance. A well defined credit policy was shown to contribute to higher profitability (as measured by ROA and ROE). The research also identified external economic factors and stringent loan appraisal processes as influential elements impacting the effectiveness of the credit policy The study concludes that a robust and effectively implemented credit policy is a fundamental driver of improved financial performance for commercial banks in Uganda. It enhances asset quality, maximizes returns, and minimizes credit losses. It is recommended that Post Bank Uganda, and similar financial institutions continuously review and adapt their credit policies to align with dynamic market conditions invest in advanced credit risk assessment technologies and enhance staff training in credit management to sustain and improve performance. Keywords: Credit Policy, Financial Performance, Commercial Banks, Non Performing Loans, Return on Assets, Post Bank Uganda, Kampala.
The Effect of Leadership Styles on Employee Performance in Nonprofit Organizations: A Case of Sikyomu Development
(Uganda Christian University, 2025-09-18) Mary Gorreth Nanziri
The study aimed at examining the effect of leadership styles on employee performance in nonprofit organizations: a case of Sikyomu Development. It specifically focused on; examining the relationship between transformational leadership and employee performance, establishing the relationship between autocratic leadership and employee performance, and exploring the relationship between laissez-faire leadership and employee performance in Sikyomu Development. The study was conducted utilizing a cross-sectional study design, with both quantitative and qualitative research methods used. Data was obtained by questionnaires and interviews, and both basic random and selective sample approaches were used. The study also included a sample size of 40 respondents who are top management and lower-level employees of Sikyomu Development. The study findings revealed that transformational leadership enhances workers' performance and motivation at Sikyomu Development Organisation (r = .644**, p < .05) by encouraging individual recognition, participation in decisions, vision, teamwork, and innovation. In contrast, autocratic leadership lowers performance (r = -.556**, p > .05) according to over-controlling, low communication, and reduced employee autonomy, even though it offers quick decision-making and oversight for lower-skilled workers. Laissez-faire leadership had a generally positive but multi-faceted effect on performance (r = .623**, p < .05), since providing autonomy and decisionmaking freedom enhances independence, self-confidence, and innovativeness among selfmotivated employees, but ambiguity and inconsistent performance among less regimented employees. Finally, the study recommended the need for Sikyomu Development to enhance transformational leadership, reduce overreliance on authoritarian methods, use laissez-faire leadership with caution and guidance, establish leadership programs, and implement systematic feedback and appraisal systems to promote employees' motivation, creativity, accountability, and overall performance.
The Effect of Taxation Compliance on the Financial Performance of Small and Medium Enterprises in Mukono District: A Case Study of Mukono Central Division
(Uganda Christian University, 2025-09-19) Esther Nasasira
This study centered on tax compliance and the financial performance of small and medium enterprises (SMEs) in Mukono District with a focus on Mukono Central Division. Specifically, the research evaluated the relationship between tax compliance and profitability, early tax filing and liquidity in business, and the effect of proper tax record keeping on financial stability. Descriptive cross-sectional study using quantitative approach was employed and 80 registered SMEs were the target from which 66 respondents were chosen using simple random sampling. Structured questionnaires were utilized to collect data, and descriptive statistics including means, percentages, and standard deviations with the assistance of SPSS software were used to analyze the data. The findings showed that tax compliance positively contributed to the financial performance of SMEs. Compliance with taxation laws and making timely payment of taxes were highly correlated with profitability since compliance did not attract any penalties and enhanced business reputation. Timely filing of taxes was found to ease liquidity through the maintenance of cash flow stability, prevention of unexpected expenses, and allowing for easier financial planning. Furthermore, improved record-keeping of taxations significantly contributed to fiscal sustainability through decision-making that is well-informed, reduced risk, and greater investor and lender confidence. The study identified tax compliance, prompt reporting, and maintaining proper records as the most important SME financial performance and sustainability determinants. Based on the findings, it is suggested that tax authorities and government institutions pursue continuous tax education programs, simplify filing procedures through technology-driven systems, provide selective incentives to SMEs, and increase the transparency of tax administration. Additionally, SMEs should adopt modern accounting systems and electronic equipment for improved precision in taxation records and to enable strategic financial management. Taken together, these actions can improve SME growth, profitability, and financial stability in the long run.
The Effects of Internal Control System on the Revenue Performance of Uganda Revenue Authority
(Uganda Christian University, 2025-09-19) Annah Grace Ngabi
This study investigated the influence of internal control systems on the revenue performance of the Uganda Revenue Authority (URA) with specific reference to the Nakawa Branch in the Central Region of Kampala, Uganda. The study was guided by three main objectives: to quantify the effectiveness and adequacy of the internal control elements instituted at URA, to examine the linkage between internal controls and revenue performance, and to ascertain the challenges faced in maintaining effective internal control systems. A descriptive cross-sectional study design employing both qualitative and quantitative methods was utilized in a bid to understand the phenomenon clearly. The target group was 350 workers in major departments which form part of internal control systems and income generation, and 187 respondents were chosen through stratified random sampling for survey and purposive sampling for key informant interviews. The study confirmed that internal controls of URA are fairly effective with particular strength in control environment, information and communication systems, and control activities. These were put in place in order to enhance accountability, minimize leakages of revenue, and achieve timely and accurate reporting of revenue. The risk assessment and monitoring mechanisms were found to be effective but varied with perception by staff and, therefore, may represent areas for improvement. The study also listed some of the limitations to the application of internal controls, for example, limited financial resources, technological factors, lack of training, change resistance, and human resource constraints. In face of these constraints, the study found a strong positive relationship between effective internal control mechanisms and revenue performance, proof that strong control mechanisms bear much responsibility for financial stability and effectiveness in operations. According to the findings of the study, the study recommends that URA invest in modern computerized information systems, facilitate regular staff training programs, conduct regular monitoring and evaluation of internal controls, ensure sufficient resources, and employ measures to reduce resistance to change. Strengthening these areas will enhance the effectiveness of internal controls, facilitate ease of revenue risks, and in turn increase the revenue performance of URA. Keywords: Internal control systems, revenue performance, Uganda Revenue Authority, control environment, risk assessment, monitoring, information systems
Digital Financial Services (DFS) and Financial Inclusion of Small and Medium Enterprises (SMEs) in Uganda
(Uganda Christian University, 2025-09-18) Elvie Kasoki Kyana
The present study investigated the effects of Digital Financial Services (DFS) on the financial inclusion of Small and Medium Enterprises (SMEs) in the Mukono Municipality of Uganda. The study was interested in mobile money, digital lending, agency banking, and online banking effects on SME access to credit, effectiveness of transactions, savings, and credit. Descriptive research design that employs qualitative and quantitative approaches was employed. Questionnaires were utilized to gather data and SPSS was utilized to analyze data with the help of descriptive and inferential statistics to examine the connection between DFS adoption and financial inclusion. Findings indicated that mobile money significantly enhanced financial inclusion through enhanced access, transaction simplicity, and enhanced money management. Agency banking and digital lending also enhanced financial inclusion through source of funds, reduction in cost of transaction, and enhancing access to financial services. Convenience and money management were offered by online banking with low take-up because of security concerns but moderate frequency of use. Demographical traits like age, education, and experience in business were found to influence the adoption and usage of DFS. The study concluded that DFS plays an important role in promoting financial inclusion of SMEs in Mukono Municipality. Some of the proposed recommendations are enhancing security for online banking, adopting digital financial literacy initiatives, increasing agency banking reach, and promoting affordable digital credit. The study also proposed additional research on comparative impacts of DFS platforms, longitudinal impacts of DFS on SME financial inclusion, and the impact of digital literacy on DFS adoption.
The Effect of Human Resource Management Practices on the Growth of Small and Medium Sized Enterprises in Mukono Central Division
(Uganda Christian University, 2025-09-19) Jonathan Nkuwe
The foundation of Uganda's economy is made up of small and medium-sized businesses (Small and Medium Sized Enterprises (SMEs), which reduce poverty, generate revenue, and create jobs. However, poor human resource management (Human Resource Management) practices frequently limit their ability to develop. With an emphasis on hiring and selection, training and development, and performance evaluation, this study examined how Human Resource Management practices affected the expansion of Small and Medium Sized Enterprises (SMEs) in Mukono Central Division. SME management and staff were surveyed, interviewed, and had their documents reviewed as part of a mixed-methods approach. Descriptive statistics were used to assess quantitative data, and theme analysis of qualitative data yielded both quantifiable insights and more profound viewpoints. The results showed that hiring and selection practices in Small and Medium Sized Enterprises (SMEs) are often open, merit-based, and backed by precise job descriptions that increase productivity and lower employee attrition. Performance was shown to be improved by training and development, while funding for ongoing initiatives is still minimal. Employee motivation and productivity were increased by the widespread use of performance reviews, which were closely associated with incentives and promotions. Overall, the study found that by enhancing performance, profitability, and expansion, Human Resource Management practices greatly aid in the growth of Small and Medium Sized Enterprises (SMEs). To maintain competitiveness and long-term growth, it advises Small and Medium Sized Enterprises (SMEs) to boost training expenditures, maintain equity and openness in hiring, and improve employee welfare monitoring.
Budget Implementation and Financial Performance of Savings and Credit Cooperative Organisations (SACCOs) in Mukono Municipality
(Uganda Christian University, 2025-09-24) Mable Namara
This study examines how the implementation of the budget affects the financial performance of three Savings and Credit Cooperative Organizations (SACCOs) in Mukono Municipality, Uganda: Kisoboka, Kame Gheto, and Mukono-Kayunga. Establishing the effects of budget planning, approvals, and control on financial performance as determined by profitability, efficiency, and member trust was the aim of the study. A combination of quantitative and qualitative methods was used in a cross-sectional design. Out of a target sample of 103, information was gathered from 78 respondents (76% response rate) via questionnaires and interviews. These respondents included managers, board members, auditors, credit officers, finance officers, and SACCO members. Thematic analysis of the qualitative data was done in addition to correlation and regression analyses using SPSS version 20. In addition to thematic analysis of the qualitative data, SPSS version 20 was used for correlation and regression analyses. The results showed that budget planning (r = 0.712, p < 0.01), budget approvals (r = 0.645, p < 0.01), and budget control (r = 0.734, p < 0.01) were strongly positively correlated with financial success. Budget management had the largest impact (β = 0.398, p < 0.001), followed by budget planning (β = 0.312, p = 0.001) and budget approvals (β = 0.245, p = 0.010), according to the regression results, which showed significant effects. 62.4% of the variation in financial performance was explained by the model (R2 = 0.624). Although issues like optimistic estimations and approval delays still exist, qualitative evaluations showed that regular monitoring, timely approvals, and participatory budgeting improve efficiency and accountability. The study recommends that SACCOs adopt participatory budgeting, streamline approval processes, and strengthen control mechanisms through training and policy support. These findings contribute to the literature on SACCO financial management and provide practical insights for stakeholders to improve performance and sustainability.
The Role of Saving and Credit Cooperatives in Improving Household Income: The Case for Teachers in Iganga District
(Uganda Christian University, 2025-09-22) Albert Chawanga
Savings and Credit Cooperative Societies (SACCOs) have emerged as critical tools for promoting financial inclusion and income enhancement, especially in rural areas of Uganda. This study explores their role in improving household income among teachers in Iganga District. The objective was to assess how SACCO services—namely loan provision, savings mobilization, and financial advisory—affect the economic welfare of teachers. A mixed-methods approach was employed, incorporating cross-sectional surveys, structured interviews, and analysis of secondary data from SACCO reports and school records. The results showed that 70% teachers accessed SACCO loans, mainly for income-generating activities, with a significant majority (82%) of regular savers reporting enhanced financial stability. Financial advisory services improved financial literacy, though inconsistent delivery hindered their overall impact. Regression analysis showed a strong positive correlation between loan access and income growth (r = 0.94, p < 0.01). Despite these benefits, challenges such as weak governance and limited product flexibility were identified. The study concludes that SACCOs substantially enhance household income among teachers, but reforms in governance and service delivery are essential for sustainable impact. Keywords: SACCOs, household income, financial inclusion, microfinance, Uganda, teacher welfare
The Effect of Financial Management Practices on the Financial Performance of Small and Medium Enterprises in Mukono Municipality
(Uganda Christian University, 2025-09-15) Immaculate A. Nabasa
The purpose of the study was to examine the Effect of Financial Management Practices on the Financial Performance of Small and Medium Enterprises (SMEs) in Mukono Municipality. Particularly, it took into account the research on the relationship between budgeting practices and the financial performances of SMEs, establishing working capital management as a determinant of financial performance of SMEs, and ascertaining the relationship between financial record keeping and the financial performance of SMEs in Mukono Municipality. Furthermore, the study was conducted using a cross-sectional survey research design where quantitative research approach was also employed. A sample size of 80 SMEs operating in Kauga, Mukono Municipality was selected using simple random sampling method. Data was collected using questionnaires and later analyzed using SPSS. All the ethical considerations while collecting data were fully considered by the researcher. The study findings established that budgeting practices (r = .875**, p < .05), working capital management (r = .883**, p < .05), and financial record keeping (r = .879**, p < .05) each have a strong positive and significant influence on the financial performance of SMEs in Mukono Municipality, with effective budgeting improving planning, decision-making, and resource optimization, proper working capital management ensuring liquidity, efficiency, and supplier relations, and accurate financial records enhancing accountability, decision-making, and access to credit. Finally, the study recommended that SMEs in Mukono Municipality prioritize effective budgeting, efficient working capital management, and accurate financial record keeping, supported by staff training and the adoption of technological financial management tools, to enhance planning, liquidity, accountability, decision-making, and overall financial performance, thereby promoting growth, sustainability, and competitiveness.
Customers Percepions and Their Choices of Fuel Stations in Uganda. Acase Study of Jinja Iganga Highway
(Uganda Christian University, 2025-09-15) Rebecca Nanjiya
The objective of the research was to investigate how consumers' perceptions interact with the fuel stations they attend on Uganda's Jinja-Iganga highway. Using a mixed-methods study to both collect quantitative and qualitative data, this research investigates the impact of perceived service quality, price, and location on consumers' decisions. The findings support the premise that all three variables service quality, price, and location are important in influencing consumer choice. The customers value courtesy and politeness of service, reasonable speed of service, and highly knowledgeable staff, all of which contribute to creating a positive perception of quality. Price is significant, and many consumers are ready to go to another station due to low price, though they also value reasonable and competitive pricing. In addition, accessible location, easy accessibility, and pleasant physical appearance were all found to be significant in order to attract and retain customers. The study determines that gas stations along this highway must strategically focus on these three variables in a bid to acquire and maintain competitive advantage. The managers are advised to prioritize employees' training, adopt competitive prices policy, and optimize the physical configuration of their stations, the report says. It is suggested that future studies can broaden the geographical coverage and consider other variables including brand loyalty schemes and non-fuel services' impact.
Impact of Financial literacy on financial performance of smes in mukono district
(Uganda Christian University, 2025) Tracy Akumu
This study examines the impact of financial literacy on the financial performance of youth-led Small and Medium Enterprises (SMEs) within a 5-km radius of Uganda Christian University (UCU) in Mukono District, Uganda. Employing a descriptive research design, data were collected from 71 respondents (77.2% response rate) out of a planned sample of 92, including 51 owners, 14 managers, and 6 holding both roles, across 120 SMEs in retail (40.8%), services (28.2%), agriculture (21.1%), and manufacturing (8.5%). Using structured questionnaires, the study assessed financial literacy components—knowledge, attitudes, and behaviors—and their effects on profitability, liquidity, and access to credit. Findings indicate moderate financial literacy (mean = 3.4/5), with knowledge (mean = 3.59) significantly enhancing profitability by 18% (r = 0.62, p < 0.05), attitudes (mean = 3.29) improving liquidity by 15% (r = 0.51, p < 0.05), and behaviors (mean = 3.17) increasing loan approvals by 25% (r = 0.45, p < 0.05). Multiple regression analysis confirmed a significant positive relationship (R² = 0.568, p < 0.05), with financial attitudes (β = 0.4154, p < 0.001) and knowledge (β = 0.3266, p = 0.004) as the strongest predictors, while behaviors (β = 0.0533, p = 0.566) were less significant in the composite model. Retail SMEs outperformed others due to student-driven demand, while challenges like competition from Kampala, seasonal fluctuations tied to UCU’s academic calendar, and limited training (only 36% of owners trained) were evident. Grounded in Human Capital Theory, Resource-Based Theory, and Financial Socialization Theory, the study rejects the null hypothesis, affirming financial literacy’s role in SME success. Recommendations include community-based budgeting workshops, savings-focused programs, and digital record-keeping training to address knowledge gaps and gender-specific barriers, particularly for women-led SMEs (40.8% of respondents), who face collateral constraints. Future research should explore longitudinal, sector-specific, and gender-focused impacts to enhance SME sustainability in peri-urban contexts like Mukono.
The Impact of Leadership Styles on Employee Performance: A Case Study of Centenary Bank
(Uganda Christian University, 2025-10-10) Anitha Nyirarukundo
This study examined the impact of leadership styles on employee performance at Centenary Bank. The objectives of the research were to identify the different types of leadership employed, assess employee performance levels, and propose strategies to improve leadership practices and overall performance within the organization. The study adopted a cross-sectional research design, targeting a population of 120 employees across managers, supervisors, and subordinate staff, with a sample size of 92 determined using Krejcie and Morgan’s (1970) table. Stratified random sampling and simple random sampling techniques were employed to select respondents, while data were collected using structured questionnaires. Both primary and secondary data sources were utilized, with primary data capturing employee perceptions on leadership styles transformational, transactional, democratic, autocratic, and laissezfaire and their effects on performance. Data were analyzed using descriptive and inferential statistics, including frequencies, percentages, means, standard deviations, and correlation analysis, and results were presented through tables, charts, and graphs. Findings revealed that transformational, transactional, and democratic leadership styles were predominantly practiced, with transformational leadership having the most significant influence on employee motivation, teamwork, innovation, and overall performance. Autocratic leadership was moderately applied, while laissez-faire leadership was least practiced. The study further identified strategies to enhance leadership effectiveness, including regular leadership training, participatory decisionmaking, reward and recognition systems, open communication channels, and mentorship programs. The study concludes that effective leadership positively impacts employee performance and recommends that Centenary Bank strengthen leadership practices to foster a motivated, productive, and committed workforce. Future research is suggested on the role of organizational culture, employee motivation, and job satisfaction in shaping leadership effectiveness.
The Effectiveness of Influencer Marketing in Promoting Ecotourism in Uganda. A Case Study of Bwindi Impenetrable National Park
(Uganda Christian University, 2025-10-08) Phillip Rukundo
Influencer marketing has increasingly been used to shape travel decisions and promote ecotourism. In Uganda the Uganda tourism board has partnered with both local and international influencers to market Bwindi Impenetrable National Park, yet little evidence exists regarding the effectiveness of these campaigns. This study evaluated the role of influencer marketing in promoting ecotourism at Bwindi, with a focus on campaign strategies, content formats, audience engagement, and community impact. A qualitative cross-sectional design was used supported by descriptive statistics using interviews, focus groups discussions, social media content analysis and document reviews. Results show that local influencers such as Fabiola Anita, engaged domestic audiences while international influencers like Khalid al Almeri helped expand global visibility. Short form videos on tiktok and instagram have gained more engagement than the photos. Stakeholders reported modest increases in the inquiries and visitor arrivals during the campaign periods although weak tracking systems made it difficult to attribution to them to bookings. Communities around Bwindi have benefited from greater visibility and craft sales but expressed concerns about unequal advantages and the risk of over tourism. While influencer marketing effectively raises awareness and engagement it requires stronger tracking mechanisms, fair community involvement to maximize sustainable ecotourism outcomes in Uganda. The study examined the relationship between influencer marketing and tourism promotion in Bwindi impenetrable Forest. The objectives were to examine how influencer marketing is used to promote Bwindi, to examine the relationship between influencer campaigns and tourism, to identify the most effective influencer campaigns. The study used the social influencer and source credibility theories. A qualitative design was used to collect data from 24 tour operators. Findings revealed that influencer marketing is promoted through content on the online pages of the influencers. Influencers marketing improve tourism and short videos and reels are the most effective. Inconclusion influencer marketing improves tourism. It’s recommended that influencers use short videos and reels as they are most effective
Evaluating the Effectiveness of Digital Marketing Strategies on Consumer Behavior: A Case Study of SMES in Mukono Municipality
(Uganda Christian University, 2025-06-16) Joel Nyakabasa Mugisho
This study explored how digital marketing strategies influence consumer behavior among small and medium-sized enterprises (SMEs) in Mukono Municipality, a vibrant economic hub in Uganda. Through a descriptive survey of 52 respondents, including SME owners, consumers, marketing professionals, and local business associations, the research examines the adoption, challenges, and effectiveness of digital marketing tools. Findings reveal that 64.3% of SMEs actively use social media and email marketing to engage customers, fostering brand loyalty and driving sales. However, only 42.9% are confident in search engine optimization (SEO), reflecting knowledge gaps, while 57.1% value content marketing and online advertising for reaching target audiences. Key challenges include limited digital skills (65.7%), lack of access to technology (68.6%), high costs (64.3%), and resistance to moving away from traditional marketing (50%). To overcome these, SMEs prioritize staff training (78.6%), collaborating with marketing agencies (64.3%), and leveraging data analytics (71.4%) to create engaging content and targeted campaigns. By adopting these strategies, SMEs can enhance consumer engagement and improve financial performance in Mukono’s competitive, digital-first market. The study recommends affordable training programs, partnerships with experts, and the use of free analytics tools to help SMEs thrive online.
FINANCIAL ACCESSIBILITY AND GROWTH OF SMES IN KAWEMPE DIVISION KAMPALA
(UGANDA CHRISTIAN UNIVERSITY, 2025-09-25) NAMAYANJA ESTHER
The study's goal was to investigate the growth and financial accessibility of SMEs in Kampala's Kawempe Division. The following are the objectives guided the research: to ascertain the relationship between credit policy and SME growth in Kawempe division, to quantify the relationship between interest rates and SME growth in Kawempe division, and to ascertain the relationship between financial awareness and SME growth in Kawempe division. A cross-sectional survey research design was utilized in the research. To enable conclusions regarding the population of interest at a given point in time, the design involves data collection. The research established that there was a significant perception among SMEs that stringent credit conditions impede their growth opportunities. Key observations on how finances and financial management practices impact business performance can be made from analysis of answers on the relationship between interest rates and the growth of small and medium-sized enterprises (SMEs) in Kawempe Division. To help SME owners with a better grasp of financial management, financing mechanisms, and investment strategies, the study suggested introducing focused financial literacy programs. They may be in a better position to make sound decisions that drive business development in turn. It also recommended support for financial institution creation of accommodating credit policies that permit SME requirements. This includes reducing the collateral demands and offering diversified repayment terms that are in tune with small firm cash flow cycles.

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