Effectiveness of advertisement on consumer buying behaviour: A case of Moshi municipal-Kilimanjaro
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Date
2019
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Publisher
Mzumbe University
Abstract
Advertisement is an imperative in modern business world, the strategy to keep the company profitable and to make maximum customers; the advertisement plays an important role. It has been argued that for the fast moving consumer goods advertisement plays an important role; it helps to develop the brand and positive consumer buying behavior. The study adopted cross-sectional research design where the sample of 100 respondents was used to obtain the required information in the study. During data collection process, questionnaires and interviews were used to collect primary data while documentary review was used to collect secondary data. Data were analyzed by using Statistical Social Package for Social Science (SPSS) and presented by using pie charts, frequency tables and percentages. Findings of the study expose that media is leading the way on customer buying behavior as print advertising, outdoor advertising, broadcast advertising, celebrity advertising and converts advertising are used by Bonite Bottlers in Moshi Municipality but mostly print, outdoor, and broadcast advertising are used more than celebrity advertising and convert advertising in contribute to consumer buying behavior. Furthermore, the study found that advertising has great effect on creating high response market, increase sales volume by creating attraction, creating good will for the product and introduction of a new product. There are several corrective measures that have been recommended in this study to the potential of manufacturing industries, to the Government is encouraged to increases their follow up to the several matters concerning Bonite Bottlers this including visiting the working place of BBLs in relation to advertising towards consumer buying behavior on Bonite Bottlers products in Moshi – Kilimanjaro, to the Bonite Bottler Limited there should be more teamwork and enough manpower as those present are not enough to carry out such a big work in coordination to Bonite Bottler's activities in the entire country.
Description
Dissertation submitted to the School of Business as a partial fulfilment of the requirements for award of the Degree of Master of Business Administration in Corporate Management (MBA-CM) of Mzumbe University.
Keywords
Advertisement, Consumer's Buying behavior, Consumer behavior
Citation
APA