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The Impact of Advertising in Improving Sales Volume of a New Product: A Case of Nhif-Toto Afya Card,

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dc.contributor.author Mzena, Evoda
dc.date.accessioned 2020-06-29T11:14:23Z
dc.date.available 2020-06-29T11:14:23Z
dc.date.issued 2019
dc.identifier.uri http://hdl.handle.net/11192/3319
dc.description A Dissertation Submitted in Partial Fulfillment of the Requirement for the Degree of Master of Business Administration Corporate Management of Mzumbe University en_US
dc.description.abstract The study aimed at assessing the impact of advertising in improving the sales volume of a new product. The National Health Insurance Fund was used a case study; as the researcher investigates on the advertising efforts done on its new product Toto Afya Card. Specifically the study aimed at firstly to assess the extent in which advertising campaign of Toto Afya Card has reached both urban and peri-urban residents in Iringa, secondly to identify the most effective advertising media tools to be used for health insurance services in order to improve sales volume and lastly to examine the relationship between advertising and consumer buying behaviour.The Study employed AIDA Model which used to elaborate on the effectiveness of advertising. The study employed both primary and secondary methods of data collection.The study used a sample of 50 respondents who were mainly selected through two main sampling techniques such as simple random sampling and purposive sampling techniques. The study used quantitative data analysis to present personal or characteristic of respondents through tables while in the rest of the work the study used qualitative data analysis. Under this study qualitative data were mainly analysed and presented through respondent’s direct quotations especially in qualitative data analysis. The findings obtained from this study revealed that the advertising media tools used by NHIF to improve the sales volume of its new product Toto Afya Card was effective; . The study discovered that consistent advertising helps in improving the rate of consumption by the intended consumers. The study concluded that NHIF should focus on creating competitive adverts with strong contents for all people to understand. The study recommended that NHIF should set enough budget for its marketing department to conduct consistent advertisements in all regions in the country; be it urban or peri-urban areas. en_US
dc.language.iso en en_US
dc.publisher Mzumbe University en_US
dc.subject Advertising, sales volume en_US
dc.title The Impact of Advertising in Improving Sales Volume of a New Product: A Case of Nhif-Toto Afya Card, en_US
dc.type Thesis en_US


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