Marketing channel levels and sales performance in the agribusiness industry in Uganda: A case study of UHURU fruit Juice Company

Mercy, Aryanyijuka

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dc.contributor.author	Mercy, Aryanyijuka
dc.date.accessioned	2021-12-06T10:08:48Z
dc.date.available	2021-12-06T10:08:48Z
dc.date.issued	2018-08
dc.identifier.citation	Aryanyijuka , M. (2018). Marketing channel levels and sales performance in the agribusiness industry in Uganda: A case study of UHURU fruit Juice Company , Nkumba University	en_US
dc.identifier.uri	https://pub.nkumbauniversity.ac.ug/xmlui/handle/123456789/43
dc.description	Dissertation	en_US
dc.description.abstract	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.	en_US
dc.language.iso	en	en_US
dc.publisher	Nkumba University	en_US
dc.subject	Marketing	en_US
dc.subject	Agribusiness	en_US
dc.subject	Uganda	en_US
dc.subject	UHURU	en_US
dc.title	Marketing channel levels and sales performance in the agribusiness industry in Uganda: A case study of UHURU fruit Juice Company	en_US
dc.type	Thesis	en_US