The Effects of Brand Awareness on Sales Performance A Case Study: Victoria Sugar Factory LTD Ndibulungi Village Luwero District
Loading...
Date
2023-09-15
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Uganda Christian University
Abstract
The study covered the effect of Brand Awareness on Sales Performance, a case study of Victoria Sugar ltd in Ndibulungi village Luwero District.
The study used quantitative research approach because this approach was most appropriate for “testing objective theories by examining relationships between variables that can be measured on instruments and analyzed using statistical procedures”.
The study intended to examine the effect of Brand recall on Market share of Victoria sugar limited, to examine the relationship between Brand recognition and sales volume of Victoria sugar Limited and to examine the relationship between brand equity and Sales growth of Victoria sugar Limited.
The study revealed that there is a very strong positive relationship between Brand recall on Market share of Victoria sugar limited. This was evidenced by the majority 85.7% of respondent agreed that Customer ability to recognize company product increase their products. It was also revealed that there is a very strong relationship between Brand recognition and sales volume of Victoria sugar Limited as evidenced on table 8 indicted that 81.7% of the respondents were in agreement that the customer ability to recognize company product increase their products purchase as compared to the minority 8% who disagreed. It was then followed by 4.1% were not sure and 6% of the respondents strongly disagreed. It was further revealed that Brand equity has direct effect on sales growth because consumers gravitate towards products with great reputation.
The study concluded, there a strong impact of brand awareness on sales performance if the company has a positive brand equity, people are more likely to spend more money to purchase its products. This therefore implied that brand equity has a strong effect on the sales growth of Victoria Sugar Limited.
It was recommended that Victoria Sugar Ltd should invest in Brand Building and clearly define its brand's identity, values, and mission by making sure that its brand story resonates with its target audience and developing a strong and memorable brand logo, tagline, and visual identity.
Description
This is a dissertation.