A Dissertation Submitted in Partial Fulfillment of the Requirements for the Master
of Business Administration Degree (MBA-Corporate management) of
Mzumbe University
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 programme, 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 Vodashops in
Arusha and Tanzania in general, Increase Vodacom network towers especially in rural
areas and Eliminate language barriers.