CONTRIBUTION OF MARKETING ACTIVITIES ONPROFITABILITY OF MANUFACTURING COMPANIES IN RWANDA. A CASE STUDY OF BRALIRWA PLC (2021-2023)

Abstract

The study aimed at finding out controbution of marketing activities on profitability of Manufacturing companies in Rwanda a case study of bralirwa plc and specifically to find out the marketing strategies applied within Bralirwa Plc, to assess the level of profitability of Bralirwa Plc during the period of study and to find out the relationship between marketing activities and profitability of Bralirwa Plc. The study used a descriptive research design and used also mixed method (Quantitative and qualitative methods) in data collection and analysis. The population size for this study was composed of 10 employees of Bralirwa Plc. Respondents were selected using purposive sampling technique. The study used both primary and secondary data as sources of information. Primary data were collected by using questionnaire and secondary data were collected using documentary review. Data collected was recorded and coded into (SPSS) software version 16.0 and they were analyzed using frequencies, mean and standard deviations. Multiple regression analysis was used to enable the researcher to establish the relationship between the variables under study. The study found out that there is a positive high relationship between marketing strategies and profitability of Bralirwa Plc. The study found out that coefficient of correlation R=0.982. This indicates that there is a positive strong relationship between marketing strategies and profitability of Bralirwa Plc. The coefficient of determination, adjusted R Square indicates the variation in the dependent variable (profitability) due to changes in the independent variable. The study recommended that Bralirwa Plc must provides relevant information regarding their products during advertisement and make sure that they provide similar quality of what they was advertised in order to build a strong relation that lead their customers to trust them.