Digital Marketing, Business Characteristics and Sales Performance of Wholesale Businesses in Nakawa Division, Kampala.
| dc.Contributer.Supervisor | Dr. Mabel Komunda (Makerere University Business School) & Mr. Bryan Lugemwa (Makerere University Business School) | |
| dc.contributor.author | Ssekitoleko, Joseph | |
| dc.date.accessioned | 2026-07-15T08:36:49Z | |
| dc.date.available | 2026-07-15T08:36:49Z | |
| dc.date.issued | 2025-11-17 | |
| dc.description | This is a master's thesis. | |
| dc.description.abstract | The study examined the relationship between digital marketing, business characteristics and sales performance of wholesale businesses in Nakawa Division, Uganda. Specifically, the study aimed to establish the relationship between digital marketing and sales performance of wholesale businesses, to examine the relationship between business characteristics and sales performance of wholesale businesses and to examine the predictive power of digital marketing and business characteristics on sales performance of wholesale businesses. The study adopted a cross-sectional research design which was supported with quantitative research approach. The study population was 350 wholesale businesses, from which a sample size of 185 was used and one individual selected from each business as the unit of inquiry. Being a quantitative study, data was collected using a self-administered questionnaire. The correlation results revealed a Pearson correlation coefficient (r= .422, p =.000) between digital marketing and sales performance while business characteristics and sales performance had (r= .567, p =.000) which implied that both variables had significant relationships with sales performance. The regression results showed that business characteristics have the most effect on sales performance with a β =.512 which is higher than that of digital marketing at only β =.304. The study concluded that the effectiveness of digital marketing appears closely linked to how it is used within each business setting and the extent to which it connects with the target audience, while the characteristics within a business have an important influence on how sales turn out. It was recommended that wholesale business owners can improve the use of digital marketing within their wholesale businesses by acquiring practical digital skills that are relevant to their businesses. It was also recommended that businesses should keep traditional methods like personal selling, flyers, or local networking to connect with customers who might not be as active online, therefore widening the business’s overall reach. In addition, gathering regular feedback and watching market trends can help businesses tweak their marketing and operations to stay competitive and meet customer needs better. | |
| dc.identifier.citation | Ssekitoleko, J. (2025). Digital Marketing, Business Characteristics and Sales Performance of Wholesale Businesses in Nakawa Division, Kampala (Unpublished master's dissertation). Makerere University Business School, Kampala, Uganda. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.12282/5893 | |
| dc.language.iso | en | |
| dc.publisher | Makerere University Business School | |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | en |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | |
| dc.title | Digital Marketing, Business Characteristics and Sales Performance of Wholesale Businesses in Nakawa Division, Kampala. | |
| dc.type | Thesis |