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ItemAssessing promotional strategies in online shops in Uganda: a case study of Jumia Uganda limited.(Makerere University, 2025-12)The purpose of this study was to assess the promotional strategies utilized by online shops such as Jumia Uganda Limited. In addition, the study sought to identify the challenges encountered by Jumia Uganda marketing staff in promoting their products as well as obtaining the suggested recommendations from their perceptions. A qualitative research design was adopted. The focus was to obtain the experiences and perceptions of Jumia Uganda Limited on the promotional strategies, the challenges they face in marketing their products online, and the suggested recommendations to counter the challenges. While 500 Jumia employees were targeted, only 28 were suitably selected for interviews by purposive sampling. The data analysis was performed using the six thematic analysis stages, including data familiarization, coding, generating themes, reviewing themes, defining and naming themes, and analysis/visualization. Findings reveal that many participants were youthful, mainly engaged in roles such as customer service representatives, data analysts, customer relations managers, and marketing strategists within Jumia online shops. More than half were male, with most holding limited experience in their fields. Jumia experts highlighted a range of promotional strategies centered on high-intensity seasonal campaigns such as Black Friday, Tech Week, and Black November, which they described as the most effective drivers of sales spikes. They emphasized the uniqueness of their flash sales compared to competitors who rarely test or implement short campaigns, thereby enhancing Jumia’s promotional edge. Effectiveness was measured through impressions, clicks, and emails, while campaign trails, drives, runs, and walks to buyers’ premises were also noted as direct engagement tactics. Digital platforms like YouTube, TikTok, Instagram, Facebook, and Google Ads were reported as central for distributing story-based content and executing retargeting strategies, complemented by local influencers who unbox products and announce discounts to boost visibility. Additionally, app notifications, referral codes, free delivery offers, and monitoring buyer engagement and complaint frequency were identified as vital parameters for sustaining promotional performance. Regarding the challenges they face, financial constraints and low budgets limit their application performance. Secondly, they reported technical issues and difficulties due to website downtime and the integration of promotion systems. Also, the respondents experienced technological difficulties, such as learning large AI languages that require training. They also complained of stiff competition from their counterparts. These difficulties hold them back from stretching beyond their current customers to new customers. They also reported technical issues relating to their application, especially during peak sales, and lamented fraud and serious negative feedback that demotivates them from participation in online shopping promotional strategies. Participants suggested several innovative strategies to address reported challenges, also emphasized establishing a feedback loop between buyers and sellers, enhancing technological capabilities for faster delivery and promotion efficiency, and improving infrastructure to manage customer demands. Subject keywords; Jumia Uganda limited, Online shops, Promotional strategies, Uganda
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ItemInvestigation of value of money among public infrastructure projects. a case of road construction sector in Kampala(Makerere University, 2025)This study aimed at examining value for money among public infrastructure in reference roads in Kampala. The study was premised on three objectives; to assess the economic feasibility of road infrastructure projects in Kampala, to evaluate the efficiency of road construction and maintenance processes in Kampala, and to examine the effectiveness of road infrastructure projects in Kampala in achieving their intended objectives. The study employed a cross-sectional and descriptive research with a quantitative study approach which involved collecting numerical data from 85 respondents out of a sample of 108 KCCA staff in the infrastructure department, using a survey questionnaire. Data were analyzed using the statistical package for social science (SSPS Version 27). The study found that procurement practices in Kampala's road infrastructure projects are highly cost-focused (mean = 4.33), ensuring financial transparency and competitive bidding while promoting efficient fund utilization (mean = 4.00). Additionally, effective machinery use (mean = 3.43) and regular maintenance (mean = 3.57) contribute to infrastructure sustainability, although challenges persist in workforce coordination (mean = 3.21) and resource management (mean = 3.12). Therefore, the study commends improving project scheduling, coordination, workforce management, procurement, cost-benefit analysis, performance-based contracts, and stakeholder engagement to improve road infrastructure delivery. It emphasizes centralized project management tools, clear roles, and synchronized execution strategies. It also suggests enhancing workforce management, reducing waste, and implementing transparent procedures. Performance-based contracts and milestone tracking systems are also recommended. Post-completion, formal feedback mechanisms should be established to enhance stakeholder engagement, improve infrastructure design responsiveness, and ensure continued road use. Subject keywords: Value of money; Public infrastructure projects; Road construction sector; Kampala
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ItemEntrepreneurial ecosystem pillars, competitive advantage and performance of manufacturing small and medium enterprises in Uganda(Makerere University, 2025)The study examined the role of entrepreneurial ecosystem pillars and competitive advantage on the performance of manufacturing SMEs in Uganda. It was guided by four specific objectives which include; to investigate the relationship between entrepreneurial ecosystem pillars and performance of manufacturing SMEs, to establish the relationship between entrepreneurial ecosystem pillars and competitive advantage of manufacturing SMEs, to examine the relationship between competitive advantage and performance of manufacturing SMEs and to establish the mediating role of competitive advantage in the relationship between entrepreneurial ecosystem pillars and performance of manufacturing SMEs in Uganda. This study also sought to answer a research question; what is the role of entrepreneurial ecosystem pillars and competitive advantage on the performance of manufacturing SMEs in Uganda? The study employed a mixed methods research approach and a descriptive research design that was explanatory sequential to address the stated research objectives and answer the research question. A sample of 330 manufacturing small and medium-sized enterprises (SMEs) were selected based on their homogeneous business characteristics for quantitative data. Whereby proportionate and stratified simple random sampling techniques were employed to select the final respondents for quantitative survey who were either owner-managers or managers of Manufacturing SMEs in Uganda. After which, criterion purposive sampling was employed to select the final respondents for qualitative data which consisted of 10 key informants from government Ministries, Departments and Agencies concerned with the manufacturing sector. Qualitative data were collected mainly to explain key insightful findings from the quantitative survey. Whereas quantitative data were collected using a Self-Administered structured questionnaire, qualitative data were gathered using a semi-structured interview guide. For quantitative data analysis, AMOS and Structural Equation Modelling (SEM) were used to determine the predictive power of the independent variables on the dependent variable. Whereas qualitative data were analysed using NVivo v15. The results revealed that presence of supportive formal institutions such as; reduction in corruption and bureaucracy while accessing critical resources, easy access to low-cost finance and formation of strong supportive networks enable manufacturing SMEs gain a competitive advantage by reducing manufacturing costs and creation of quality goods at affordable prices which consequently leads to improved performance in form of increased sales, manufacturing output and creation of more jobs. Therefore, much as the presence and interconnectedness of entrepreneurial ecosystem pillars leads to improved performance of manufacturing SMEs in Uganda, the relationship is stronger when competitive advantage is introduced as a mediator. Henceforth, the study recommends that the government of Uganda designs supportive formal institutions, provide low-cost finance and encourage formation of supportive networks by manufacturing SMEs with other ecosystem players for them to access critical resources cheaply and gain information on what to produce, how to produce, when to produce and whom to produce for. However, all the above ecosystem pillars should be interrelated and be implemented in a coordinated manner because they affect each other in tandem, rather than developing interventions that target each entrepreneurial ecosystem pillar individually, as its being done currently Subject keywords: Entrepreneurial ecosystem pillars; competitive advantage; performance; manufacturing enterprises; small and medium enterprises; Uganda
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ItemAssessing the effectiveness of digital taxation models in Kampala Capital City Authority(Makerere Univeristy, 2026)The purpose of this study was to assess the effectiveness of digital taxation models implemented by the Kampala Capital City Authority (KCCA) within Uganda’s evolving tax administration landscape. Specifically, the study aimed to (i) examine the level of adoption of digital taxation systems by taxpayers, (ii) identify the challenges encountered in implementing digital taxation, and (iii) explore strategies for improving digital taxation within KCCA. A descriptive research design and a quantitative research approach were employed to objectively analyse the effectiveness of the digital taxation models. The study targeted a population of 140 individuals directly involved in tax administration and compliance processes within the Uganda Revenue Authority (URA). The sample size of 103 respondents was determined using Krejcie and Morgan’s (1970) table for sample size determination, providing adequate representation of the target population. Data were collected using structured questionnaires and analysed using descriptive statistical techniques. The findings revealed that KCCA actively promotes the awareness and adoption of digital taxation systems by offering guidance and support to taxpayers. Adoption levels were strongly influenced by taxpayers’ access to technology and their digital literacy skills. Continuous technical issues, including system downtime, poor internet connectivity, and usability problems with the platform, obstructed the effective use of digital taxation systems. The study contributes to the growing body of knowledge on digital taxation in developing countries by providing empirical evidence on adoption drivers, implementation challenges, and operational inefficiencies within a major urban authority. The study recommends that KCCA strengthen taxpayer education initiatives, enhance capacity-building programmes, and invest in more reliable and user-friendly digital infrastructure to improve compliance and system effectiveness. Areas for further research include evaluating taxpayer attitudes toward digital taxation across different economic sectors, assessing the cost-effectiveness of digital tax systems, and conducting comparative studies with other urban authorities to identify scalable best practices. Subject keywords: Digital taxation models; Kampala Capital City Authority
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ItemRecent minimum capital requirement reforms for commercial banks in Uganda: a case of Guaranty Trust Bank( 2025-01-12)The study purposely investigated the relevance of the recent minimum capital requirement reforms for commercial banks in Uganda, with specific reference to Guaranty Trust Bank (U) Limited. The study was based on three objectives; to assess the factors influencing adherence to minimum capital requirement reforms in Uganda, to examine the challenges encountered by Guaranty Trust Bank (U) Limited in complying with minimum capital requirements and to recommend strategies for enhancing compliance with minimum capital requirements at Guaranty Trust Bank (U) Limited. The study employed a cross-sectional and descriptive research with a quantitative study approach which involved collecting numerical data from 70 respondents out of a sample of 73 GT bank staff, using a survey questionnaire. Data were analyzed using Stata Version 15. The study found that Guaranty Trust Bank (U) Limited’s compliance with Uganda’s minimum capital requirement reforms is shaped by a combination of internal strategic decisions and external regulatory conditions, with an overall mean of 3.59. Strategic decisions making (mean = 4.36), followed by market position (mean = 3.88), strategic adaptation (mean = 3.79), and recognition of structural disadvantages (mean = 3.80). The bank faced several challenges, including limited institutional scale, and unclear regulatory timelines (mean = 3.33), which hindered its ability to meet capital thresholds, resulting in a strategic downgrade to Tier II. To enhance compliance, the study identified strategies with an overall mean of 3.13, including collaboration with peer institutions (mean = 3.86), income diversification (mean = 3.51), strengthening capital buffers (mean = 3.22), and governance reform (mean = 3.18), while approaches like phased implementation advocacy (mean = 2.19) and leadership training (mean = 2.86) received lower support. These findings suggest that a multifaceted approach combining institutional reform, strategic flexibility, and sector-wide cooperation is essential for improving compliance outcomes. The study recommends that Guaranty Trust Bank (U) Limited enhance its compliance with minimum capital requirements by strengthening internal governance through improved risk management, audit, and compliance systems, supported by regular reviews and staff training. It also advises diversifying income sources into non-interest areas such as digital banking and trade finance to reduce reliance on traditional lending. Active collaboration with peer institutions and industry bodies is encouraged to promote shared learning and regulatory engagement.