Impacts of brand image on customer awareness and sales: A case study of Vodacom Arusha branch
| dc.contributor.author | Kaaya, Enedy Victor | |
| dc.date.accessioned | 2024-11-12T06:55:22Z | |
| dc.date.available | 2024-11-12T06:55:22Z | |
| dc.date.issued | 2015 | |
| dc.description | A dissertation submitted to Mzumbe University as a partial fulfillment of the requirements for the award of the degree of Masters of Business Administration in Corporate Management (MBA-CM) of Mzumbe University | |
| dc.description.abstract | The study aimed at investigating the impacts of brand image on customer awareness and sales. This study was a case in which the focus of assessment was Vodacom Tanzania, Arusha branch. Generally objective of the study was to assess the impact of brand on customer awareness and the enhancement of the sales, within the market place. The study used 100 randomly selected respondents, 40 of the respondents were staffs from Vodacom and 60 were customers. A combination of qualitative and quantitative approaches was used in studying the phenomenon. Data was collected using documentary review, questionnaires and interview guides. Quantitative data from the questionnaires were analyzed using Statistical Package for Social Sciences (SPSS) and Microsoft Excel Spread sheet programmed, whereas qualitative data from interview guides was analyzed descriptively. It was found that brand image has a small positive relationship on sales whereby the intermediate variable customer awareness had small significant effect on brand image and sales. The study therefore recommends the following: Increase number of Voda shops in Arusha and Tanzania in general, Increase Vodacom network towers especially in rural areas and Eliminate language barriers. | |
| dc.description.sponsorship | Private | |
| dc.identifier.citation | APA | |
| dc.identifier.uri | https://scholar.mzumbe.ac.tz/handle/123456789/1692 | |
| dc.language.iso | en | |
| dc.publisher | Mzumbe university | |
| dc.subject | Staff and customer awareness. | |
| dc.subject | Brand image | |
| dc.subject | Sales and customer awareness | |
| dc.subject | Marketing strategies | |
| dc.title | Impacts of brand image on customer awareness and sales: A case study of Vodacom Arusha branch | |
| dc.type | Thesis |