COSTECH Integrated Repository

IMPACTS OF BRAND IMAGE ON CUSTOMER AWARENESS AND SALES: A CASE STUDY OF VODACOM ARUSHA BRANCH

Show simple item record

dc.creator Kaaya, Enedy Victor
dc.date 2019-04-04T06:48:33Z
dc.date 2019-04-04T06:48:33Z
dc.date 2015
dc.date.accessioned 2021-05-05T08:08:17Z
dc.date.available 2021-05-05T08:08:17Z
dc.identifier http://hdl.handle.net/11192.1/2530
dc.identifier.uri http://hdl.handle.net/11192.1/2530
dc.description A Dissertation Submitted in Partial Fulfillment of the Requirements for the Master of Business Administration Degree (MBA-Corporate management) of Mzumbe University
dc.description 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.
dc.language en
dc.publisher Mzumbe university
dc.subject BRAND IMAGE : CUSTOMER AWARENESS
dc.title IMPACTS OF BRAND IMAGE ON CUSTOMER AWARENESS AND SALES: A CASE STUDY OF VODACOM ARUSHA BRANCH
dc.type Thesis


Files in this item

Files Size Format View

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record

Search COSTECH


Advanced Search

Browse

My Account