Effect of advertisement on sales in private manufacturing companies: a case study of Movit products limited

Abstract

The purpose of this study is to determine the effect of advertisement on sales in private manufacturing companies basing on the following objectives; to find out the different forms and ways of advertising used by Movit products limited, to examine the level of sales in Movit products limited per month, and to find out the relationship between advertisement and sales in Movit products limited. A cross-sectional analytical survey design was adopted to accomplish the study requirements of the study. The researcher got data from both primary and secondary sources. A stratified method was used because the population was categorized into staffs and customers, then a representative sample of the respondents was randomly chosen from the target population to minimize biasness. Sample size was 99 respondents comprising of 20 staffs and 79 customers of MPL. The researcher presented data using statistical package for SPSS software and the results were presented in the tables and graphs. More so chi square test was used to find out the relationship between advertisement and sales in Movit products Findings revealed that brochures or fliers with Movit products labels are not always issued to customers, most customers have ever received an email about Movit products, have ever seen Movit products in magazines, Movit products are always advertised in newspapers, most customers have never seen Movit products in Posters and bulletin boards, but have ever heard about Movit products advertisements on Radio announcements, and also advertised on television. Besides that on average Movit products are bought 1.9times in a month, on average 17,737shillings is spent on Movit products by customers, Movit products are liked by many people, and are mostly used by father and mother in the family. Nevertheless, there is a statistically significant relationship between forms of advertisement and sales in Movit products.