The role of sales promotion in consumer buying behaviour: The case of Tanzania Breweries Limited
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Date
2015
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Publisher
Mzumbe University
Abstract
The purpose of this study was to examine the role of Sales Promotion on Consumer Buying Behaviour the case of Tanzania Breweries Limited. The study was guided by the following specific objectives: to identify different modes of promotion activities and their importance in motivating consumer buying behavior, to analyze the relationship between a specific brand and switching behavior of the consumers, to identify the various factors that influence consumer buying behavior and challenges facing promotion activities of in beer industry. The study adopted descriptive case study whereby a sample size of 100 respondents was selected. Data collection was done through the use of questionnaires, interviews and observation. The analysis of data was done using SPSS and Microsoft Excel. It was found that various promotion activities are used by TBL such as Raffle Draws, Price Pack, free items such as free face-caps, T-shirt and pens. Other promotional strategies include the sponsoring of various activities such as football matches and use of celebrity. In general sales promotion activities performed the role of informing, reminding and influencing the purchase of TBL products. It was further revealed that strong brand image; quality of products and products reputations influenced consumer buying behaviour. More so, pricing, presence of varieties of beers, the economic, cultural and personality aspects influence consumer buying behaviour. The study recommends that TBL should continuously ensure that introduce new products and packaging innovation to lure customers given the current competitive environment. In this regard companies that are able to enhance and quicken their product development cycle will clearly have a competitive advantage. As beer drinkers increasingly seek different styles and more complex or varied flavour profile, TBL would need to keep innovating constantly. TBL should also establish global brands through line extensions.
Description
A dissertation submitted in partial fulfillment of the requirements for the degree of Master of Business Management in Corporate Management (MBA-CM) of Mzumbe University
Keywords
Sales promotion, Consumer buying behavior, Beer industry-Tanzania, TBL products
Citation
APA