The influence of internal marketing on customer buying decision: The case of Nyanza bottling company limited.
| dc.contributor.author | Mwakalukwa,Tulinagwe . | |
| dc.date.accessioned | 2024-10-31T09:25:25Z | |
| dc.date.available | 2024-10-31T09:25:25Z | |
| dc.date.issued | 2015 | |
| dc.description | A dissertation Submitted to Mzumbe University as a Partial fulfillment of the requirement for the award Master’s Degree of Business Administration in Corporate Management (MBA-CM) | |
| dc.description.abstract | Internal marketing is a bidirectional process, training functions as a confidence building exercise and mechanism of employee reassurance, empowerment and an employee motivational construct. Is a concept which emphasizes that employees are a first market (segment) and a priority before external marketing in any company to prevail in the over changing environment. The purpose of this research was to examine the influence of internal marketing on customer buying decisions in Mwanza-city. The study was guided by the following objectives, to evaluate internal marketing as a marketing tool to influence customer purchase decisions for NBCL products, to determine the level of employees’ internal marketing awareness and its importance towards customers buying decisions of NBCL Products and to identify steps involved by customers for purchase decision of NBCL Products. This research adopted a descriptive research design incorporating both quantitative and qualitative approaches. The research involved 40key account customer and 40 selected NBCL employees in Mwanza-city. The methods of data collection were; questionnaires and in-depth interview. Moreover, data were analyzed by using Statistical Package for Social Sciences (SPSS). The findings revealed that internal marketing have an influence on customer buying decisions of NBCL Company such as enhance communication among workers, Motivate workers to provide good services to the external customers, Creates superior value and customer conscious about services, vision awareness to employees and insure less employee turnover. The findings suggested that employees were not aware of the internal marketing of NBCL Company. Also the study revealed that customers have several steps which they involves before making final buying decisions of NBCL products which includes need recognition, information search, evaluation of alternatives, buying decision and post purchase evaluation. The study gave out recommendations and areas for further research | |
| dc.identifier.citation | APA | |
| dc.identifier.uri | https://scholar.mzumbe.ac.tz/handle/123456789/1600 | |
| dc.language.iso | en | |
| dc.publisher | Mzumbe University | |
| dc.subject | Internal marketing on customer | |
| dc.subject | Marketing awareness | |
| dc.subject | Customer buying decision | |
| dc.title | The influence of internal marketing on customer buying decision: The case of Nyanza bottling company limited. | |
| dc.type | Thesis |