Thesis & Dissertations(Doctoral & Master)

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    Firm Capabilities, Marketing Capabilities and Internationalization of Local Ugandan Coffee Brands.
    (2023) Ntende, Julius
    This study sought to examine the relationship between firm capabilities, marketing capabilities and internationalization of Ugandan local coffee brands. The research problem was that despite the importance attached to brand internationalization, there remain low levels of brand internationalization for Ugandan local coffee brands. The research objectives were to examine the relationship between firm capabilities, and internationalization of Ugandan local coffee brands, to examine the relationship between marketing capabilities and internationalization of Ugandan local coffee brands and to examine the combined effect of firm capabilities and marketing on internationalization of Ugandan local coffee brands. The research design was based on a cross sectional study using a quantitative approach. The sample comprised of 24 coffee exporting brands and a simple random sampling approach was used to identify any ten (10) staff from each brand. The research instrument used is a structured questionnaire with pre-coded answers administered to the respondents. The correlation between firm capabilities and brand internationalization was positive and significant (r = .782**, p < .01). Additionally, marketing capabilities were found to have a substantial positive correlation with brand internationalization constructs (r = .854**, p < .01). Both firm capabilities and marketing capabilities predict 73.6 percent of the variance in brand internationalization (Adjusted R Square = 0.736). Based on these findings it was recommended that Ugandan coffee brands aiming for internationalization should invest strategically in developing and enhancing their core firm capabilities, there is a need for a dynamic approach that allows for adaptation and continuous reconfiguration of firm capabilities, local coffee brands should invest in continuous innovation and differentiation in their product offerings, emphasis should be placed on developing dynamic pricing and promotion strategies, and that brands should focus on leveraging emerging digital marketing, tools, analytics, and artificial intelligence to create personalized and data-driven marketing strategies.
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    Social Media Marketing and Perceived Market Performance of the Telecommunications Industry in Uganda.
    (2023)
    The main objective of the study was to understand how social media marketing and percieved marketing performance are related. The study was guided by four objectives; to examine the relationship between social media marketing and perceived marketing performance, to assess the relationship between interaction and perceived market performance, to establish the relationship between trendiness and perceived market performance, and to identify the relationship between promotion and perceived market performance in the telecommunication industry in Uganda. A quantitative cross sectional research design was used for this study. The study‟s unit of analysis was MTN Uganda, and the unit of inquiry was employees of MTN Uganda. In this study, 181 respondents were determined from a population of 380 based on the model by (Krejcie & Morgan, 1970). Findings from correlation analysis indicated that interaction had a significant positive relationship with perceived market performance (r=0.707 and P-value<0.01), trendiness had a positive significant relationship with perceived market performance (r=0.680 and P-value<0.01) and promotion also had a positive relationship with perceived market performance (P-Value<0.01 and r=0.708). Furthermore, the findings indicated that there is a significant positive relationship between social media marketing and perceived market performance (r=0.784 and P-value<0.01). The regression model revealed that a unit increase in interaction corresponds to a 0.484 unit increase in perceived market performance (Beta=0.484, P<.001), a unit increase in trendiness is associated with a 0.172 unit increase in perceived market performance (Beta=0.172, P<.01). Similarly, a unit increase in promotion is associated with a 0.248 unit increase in perceived market performance (Beta=0.248, P<.001). Furthermore, the research study results indicated that interaction better explains perceived market performance with Beta=0.484 than trendiness which has Beta=0.172 and promotion with Beta=0.248 and that there was no multicollinearity among the independent variables since all the values are of Variance Inflation Factor (VIF) that was less than 10.
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    Celebrity Endorsement, Brand Equity and Sales Performance of Alcoholic Beverage Companies in Kampala, Uganda.
    (2023) Kimera, Timothy
    The study examined the relationship between celebrity endorsement, brand equity and the sales performance of alcoholic beverage companies in Kampala Uganda. A cross sectional survey design was used for the study. A sample of 44 alcoholic beverage companies was drawn from a population of 50 companies. To have a comprehensive analysis of the study, the researcher chose three respondents from each company. These included; the marketing, brand and sales managers. This represented a total number of 132 respondents. From the findings, a total of 104 respondents returned questionnaires constituting a response rate of 79%. The data was collected using a closed ended self-administered questionnaire and was analyzed using SPSS version 27. Pearson correlation and regression analysis were used to determine the degree of the relationship between celebrity endorsement and brand equity on the sales performance of alcoholic beverage companies in Kampala. The correlation analysis revealed that a significant and positive relationship between celebrity endorsement and sales performance of alcoholic beverage companies in Uganda (r =.421**, p<0.01). It also revealed that there was a significant positive relationship between celebrity endorsement and brand equity. The regression results of the study indicated that 29.3% variations in sales performance are due to variations in a combination of celebrity endorsement and brand equity. This implies that a positive increase in celebrity endorsement and brand equity leads to a positive change in sales performance of alcoholic beverage companies in Uganda. The study recommends that managers of alcoholic beverage companies should continue to engage viable endorser-brand fit in the marketing communication efforts, as this will enhance the image of their brand in the consumers‟ mind and contribute to the positivity of sales performance.
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    Perceived Cost, Trust, Consumer Attitude and E-Commerce Adoption by Consumers Post Covid-19 Era in Nakawa
    (Makerere University Business School, 2024) Kashongore, Joel
    The purpose of the study was set to examine the relationship between trust, consumer attitude, perceived cost and the adoption of e-commerce in Nakawa during and after the covid-19 pandemic. The study was guided by the following objectives. To establish the relationship between perceived cost and e-commerce adoption in Nakawa. To examine the relationship between consumer attitude and e-commerce adoption in Nakawa. To determine the relationship between trust and e-commerce adoption in Nakawa. To find out the mediating role of consumer attitude in the relationship between perceived cost and adoption of e-commerce. To determine the mediating role of consumer attitude in the relationship between trust and adoption of e-commerce. The study adopted a cross sectional design because the researcher collected data from one specific point in time. The study also adopted a quantitative approach since it is meant to test rather than generate theory and focused on describing and drawing inferences from the relationships of the variables. This study considered responses between 30 and 500 to be appropriate. The researcher employed convenient sampling as the preferred sampling method. The study findings established that there was a negative and significant relation between perceived cost and e-commerce adoption in Nakawa. It was also indicated a strong positive relationship between consumer attitudes and e-commerce adoption. The findings further established a significant and positive relationship between trust and e-commerce adoption. This study established that there is a partial and significant mediation effect of consumer attitude in the relationship between perceived costs. This study established a partial and significant mediation effect of consumer Attitudes in the relationship between trust and e-commerce adoption. the relationship between trust, perceived cost, and consumer attitudes, and e-commerce adoption is complex and multi-faceted. The findings of this study suggest that trust, perceived cost, and consumer attitudes are all important factors in shaping the adoption of e-commerce. The positive relationship between trust and e-commerce adoption highlights the importance of building trust in e-commerce platforms, while the positive relationship between perceived cost and e-commerce adoption underscores the need to reduce the perceived cost of using e-commerce. Consumer attitudes also play a crucial role in shaping the relationship between trust and adoption, serving as a mediator between these two factors. The study recommends E-commerce platforms should address security and privacy concerns by implementing secure payment methods, protecting personal information, and providing clear and detailed information about their privacy policies.
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    Prior Knowledge, Entrepreneurial Alertness and International Opportunity Exploitation in Uganda's Dairy Sector.
    (2023) Kembabazi, Owen
    The purpose of the study was to examine the relationship of prior knowledge and entrepreneurial alertness towards international opportunity exploitation. This study greatly focused on prior knowledge and entrepreneurial alertness as independent variables. On the other hand, international opportunity exploitation was the dependent variable. The study used a cross sectional research design. A sample size of 26 dairy exporting firms, of which two respondents that was the marketing manager and export manager were considered thus a total of 52 respondents from different exporting dairy firms in Uganda. A total of 52 respondents from 26 Ugandan dairy exporting firms, where two respondents, the marketing manager and export manager per firm were considered. The data was tested for reliability, analyzed using SPSS and results presented based on the study objectives. Correlational, regression and mediation analyses were carried out. The results suggest that there was a significant positive relationship between Prior knowledge and International opportunity exploitation as well as entrepreneurial alertness and international opportunity exploitation. The mediation analysis revealed that entrepreneurial alertness has a full mediation effect on the relationship between prior knowledge and international opportunity exploitation. Therefore, this implies that any positive change on international opportunity exploitation is associated with a positive change in prior knowledge and entrepreneurial alertness. Therefore, the study recommended that dairy exporting firms should ensure that they always acquire up to date information in relation to market conditions and operations of international markets , include in their human resources structure a position of an executive whose is tasked with searching for new information as well as engaging relevant bodies such as the export Promotions Board and the Ministry of Trade to formulate and update policies to be able to capture the changing dynamics of the export market. It is also important for dairy exporting firms in Uganda to network among themselves such that they can be able to share information and also be able to take advantage of the opportunities on a much bigger scale in the international market.