The Effect of Product Quality on Sales Performance a Case Study of Uganda Telecommunication
Author: MURUNGI CHARLES LWANGA
Supervisor: Moses Kibrai
The study sought to assess the effect of product quality on sales performance of Uganda telecom. The study was guided by the following objectives; to examine the relationship between brands and sales performance; to investigate the role of product features on sales performance and to find out the relationship between product durability and sales performance. The study adopted a case study design with a sample size of 52 respondents. In carrying out the study both qualitative and quantitative approaches were employed to assist in the data collection and processing and the data collection tools included self administered questionnaires and an interview guide .Data was collected from topmanagement, sales department and customer care department .
The main findings of the study from the relationship between product features and sales performance disclosed that selection of product features was of primary concern to an organisation and that UTL must consider their financial status before embarking on product features. According to the findings on the relationship between product durability and sales performance, consumers bought what they felt was more durable and this gave room for product comparison. It was concluded that product quality had a significant effect on sales performance of Uganda telecom.
The recommendations included,the organisation should work towards ensuring that current product quality is improved and made better so as to increase on sales.For product quality to benefit from sales performance, then the branding programme has to be invested in more than it has been by the organisation so as to increase attractiveness of the products to the consumers.There should be continuous reviews of the strategies and policies plus methodologies that are used in designing of the product features of products beforethey are sent out to the market.