Purpose: The digital environment today has presented a great challenge for companies, locally and internationally on how they can leverage interactive marketing practices to maintain a warm relationship with their clients. The endless shifts in the customer journey map have made it, not only hard to manage customer experience, but also become more unpredictable. In due course, the imperative of complying with technology forces, to leverage customer patronage has put marketers to the task. The objective of the study was to establish the effect of interactive marketing practices on market performance of soft drink enterprises in Kigali City. Methodology: The study implemented a two-phase methodology that converged quantitative and qualitative methods to collect data. Simple random sampling technique was used to select 322 enterprises producing soft drinks in Kigali City which were later investigated using a self-report questionnaire and interview guide. To reduce the effect of the methods, the study collected evidence from both primary and secondary sources. Based on the response rate of 78%, the study carried out a validity and reliability check on 253 responses and used Pearson correlations and AMOS for analysis. Findings: The study established a positive and significant relationships between interactive marketing practices and market performance (r=.267, p<.01). 6.7% variations in market performance (Adjusted R Square=.067) was explained by interactive marketing practices. This finding shows that interactive marketing practices are relevant for soft drink firms in the region. Recommendation: On the basis of confirmed relationships, the study recommends that firms disseminate their marketing information using interactive marketing practices, since they cater for individual customer information needs and have multiplier effect on their purchase behaviour. Whereas the mixed conceptual ambiguities that still exist in literature could have affected the conceptualization and therefore results, this study also merely tested direct relationships, future studies may seek to test mechanisms through which specific Interactive Marketing Practices influence performance in a none soft drink sector.
Purpose: Even when price war has seen massive interest among scholars, it is still unclear how it affects sales performance. This study examined the relationship between price war and sales performance among carbonated drink manufacturers in Uganda: a case of Century Bottling Company Limited. Methodology: Mixed methods design was used in this study. The population comprised of 210 employee managers and outlet managers. With the aid of Krejie and Morgan (1970)’s table, a sample size of 169 respondents was selected. Questionnaire was used to collect primary data in line with the positivism design and obtained a response rate of 55.0%. Pilot testing however preceded the final survey and we were able to check the relevancy of the instruments which was confirmed through the validity and reliability statistics that we achieved. Zero-order Pearson correlation was used to test the hypotheses. Findings: The study results showed a strong positive and significant relationship between promotional pricing and sales performance (r = .522, p= 0.000). Also Penetration pricing was found to have a moderate positive and significant association with sales performance(r = .369, p= 0.000). Last but not least, the study confirmed existence of a strong positive and significant relationship between Oligopoly pricing and sales performance at Century Bottling Company Limited (r = .573, p= 0.000). Recommendations: The study recommends that century bottling company limited consider the actual situations of different manufacturers when implementing its promotional strategies in order not to suffocate them, increase the number of sales outlets to ensure increased trades and selling, since it enables the company to access many customers and also to revisit its pricing strategy where customers like low-priced commodities and offer customer discount features according to different selling contexts.
This study examined the relationship between on-job and off-job training on employee job satisfaction at Mbarara University of Science and Technology (MUST) in Western Uganda. To be able to realise the study objectives, a cross-sectional survey design, quantitative in nature was adopted. The targeted population comprised the employees of MUST where a sample of 230 respondents was chosen guided by Krejcie and Morgan sample determination table. Primary data was collected using structured questionnaires through telephone interview in order to adhere to Corona Virus pandemic guidelines related to social distancing. Simple random sampling technique was adopted during sample selection. Data collected was analysed using the analysis function of the Statistical package for the social sciences (SPSS version 20). The study findings indicate a moderate positive and significant relationship between on-job training/off-job training and job satisfaction. On-job training predicted job satisfaction to the tune of 14% compared to 9% variation in job satisfaction caused by off-job training. On the basis of observation that the case institution does not organize trainings for supervisors on how to conduct appraisals, the study recommends that human resource (HR) practitioners and policy makers inculcate trainings for supervisors on how to conduct performance appraisals in order to equip supervisors with sufficient performance appraisal skills to be able to appropriately identify employee training needs. Future research may carry out a long tudinal study to test how on-job and off-job training predict job satisfaction in a private higher learning institution setting in another country.
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