Welborne Okia2024-10-302024-10-302024-09-20https://hdl.handle.net/20.500.12311/2094Undergraduate degreeThe study focused on promotional strategies for rabbit meat in Uganda, with Fresh Rabbit Meat Ltd. taken as a case study. The objectives of this study were: to establish the relationship between personal selling and sales performance; to determine the relationship between sales promotion and sales performance; and lastly, the study checked the relationship between direct marketing and sales performance. The study was conducted using a cross-sectional survey research design in which both qualitative and quantitative approaches were adopted. The data were collected through the use of questionnaires and interviews, and during the collection, both purposive and simple random sampling methods were adopted. A sample size of 92 respondents who are staff and management of Fresh Rabbit Meat Ltd was also adopted for the study. From the findings, it tended to appear that there is a strong positive association between personal selling and sales performance in Fresh Rabbit Meat Ltd. This is because through personal selling, such as the use of sales representatives, customers are influenced to buy products, hence increasing sales performance for the business in the long run. From this, it is clear that there is a strong positive association between sales promotion and sales performance in Fresh Rabbit Meat Ltd. (r = .806**, p < .05), because through the sales promotion, the company offers discounts to clients as a means of promoting its products to clients, hence increasing sales performance. It can, therefore, be concluded that there is a significant positive relation between direct marketing and sales performance in Fresh Rabbit Meat Ltd. This is because, through direct marketing, the company markets its products to the clients by meeting them face-to-face with the products, which have enabled the company to increase on its sales performance. The study finally recommended that the management of Fresh Rabbit Meat Ltd needs to invest more in personal selling-precisely, hiring personal selling representatives who have expertise and experience in that field in order to enable the company to increase on its sales. It was also recommended that the distributors of the company need to carry out regular sales promotions, particularly price discounts and sampling, so as to increase sales performances.enThesis