Dissertations and Theses (Master's & Doctoral)

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Browsing Dissertations and Theses (Master's & Doctoral) by Author "Kafuku, Rehema"

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    Brand Awareness, Customer Engagement and Sales Performance of Cosmetic Companies in Kampala Central Region.
    (Makerere University Business School, 2025-12-05) Kafuku, Rehema
    The purpose of the study was to examine the relationship between brand awareness, customer engagement and sales performance of cosmetic companies in Kampala Central Region. This was guided by the following objectives: To examine the relationship between brand awareness and sales performance, relationship between customer engagement and sales performance and to determine the combined effect of brand awareness and customer engagement on sales performance of cosmetic companies in Kampala Central Region. This study employed a cross-sectional survey design with a quantitative approach to investigate the relationship between brand awareness, customer engagement, and sales performance among 59 locally certified cosmetics companies in Kampala Central Region. A total of 177 respondents, comprising managerial, marketing, and frontline staff, were selected using proportionate and random sampling techniques. Data was collected using structured questionnaires and analysed using descriptive and inferential statistics. The findings revealed that both brand awareness and customer engagement were positively associated with sales performance. Specifically, brand awareness exhibited a moderate correlation, while customer engagement showed a slightly stronger positive correlation with sales performance. Regression analysis confirmed that each variable independently and jointly predicted sales performance, with their combined influence accounting for 25.6% of the variance. The study concludes that brand awareness and customer engagement mutually reinforce sales growth rate, sales revenue, market share and conversion rate as drivers of sales outcomes in the cosmetics sector. The study recommends that companies should prioritize consistent, recognizable branding and ensure meaningful customer interactions in order to enhance competitiveness and profitability.