The aim of the study was to establish how marketing channel levels affect sales performance of the agribusiness industry of Uganda, taking the case of Uhuru Fruit Juice Company. The objectives of the study were; (1) to examine how Zero Level marketing channel has affected the sales capacity in Uhuru Fruit Juice company. (2) to establish how One Level marketing channel has affected the customer satisfaction in Uhuru Fruit Juice company. (3) to assess how Two-level marketing Channel has influenced turnover in Uhuru Fruit Juice Company. It was a mixed study classification that used both the quantitative and qualitative approaches. It adopted a cross-sectional research design that helped in establishing the relationship between marketing channel levels and sales performance in Uhuru Fruit Juice Company. Data were collected through documentary review, interviewing and focus group discussions. Selfadministered questionnaires and interview guides were used as the main data collection instruments. A total number of 65 respondents participated in this study. The study findings revealed that many respondents believed that marketing channel levels are significantly and positively associated with sales performance, where r=389** (P<0.01) as shown by the results in table 7.4. The researcher recommends that more attention is needed in establishing more sales outlets so that many customers can eventually get enough access to Uhuru fruit juice products.

Dissertation