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The study examined the role of mass communication in marketing: the case of Dar es Salaam beverage companies. The study aimed at understanding the extent at which mass communication has an influence on purchase decisions as part of the marketing goals. Thus, the study objectives were to determine extent of television influence customers’ purchasing decision, to establish extent of radio influence customers’ purchasing decision, to examine extent of newspapers influence customers’ purchasing decision, and to examine extent of outdoor media influence customers’ purchasing decision.
The study research methodology involved a case study design whereby the population was customers from beverage customers. Simple random sampling technique was used to select sample units for the study. A sample of 120 formed a sample of the study. The primary and secondary data were collected. Data collection tools involved questionnaire, interview and documentation. Data analysis was done using qualitative and quantitative techniques and by Statistical Package for Social Science (SPSS).
The findings of the study showed that to a large extent mass communication through mass media has influence in purchasing decision in the of advertisement enjoyment, frequency in accessing media adverts, the adverts appealing factors, level of adverts’ persuasiveness, choice of brand and actual purchase decision. All of the four mass media studied showed moderate to higher levels of influence from the said elements.
Following the findings of the study, therefore the study has concluded that all of the mass media studied; televisions, radio, newspapers, and outdoor media have significant contribution in influencing customers’ decisions. Thus, this implies that the role communication in marketing is great |
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