| dc.creator |
Nyamtara, Nyatabori |
|
| dc.date |
2020-06-29T19:04:45Z |
|
| dc.date |
2020-06-29T19:04:45Z |
|
| dc.date |
2019 |
|
| dc.date.accessioned |
2021-05-05T08:08:31Z |
|
| dc.date.available |
2021-05-05T08:08:31Z |
|
| dc.identifier |
APA |
|
| dc.identifier |
http://hdl.handle.net/11192/3367 |
|
| dc.identifier.uri |
http://hdl.handle.net/11192/3367 |
|
| dc.description |
A Dissertation Submitted in Partial Fulfillment of the Requirements for the
Award of the Degree of Master of Business Administration – Corporate
Management (MBA - CM) of Mzumbe University |
|
| dc.description |
This study focused on the influence of advertisement on consumer behavior. The
study was conducted at Vodacom Tanzania Limited. The objectives of the study
were, to identify the impact of print media promotion on consumer behavior. Also to
examine the effects of television promotion on consumer behavior and lastly to
examine the impact of internet advertisement on consumer buying behavior.
The study applied a case study research design whereas quantitative and qualitative
approaches were used. The sample size of the study was 90 respondents, this
involved customers and staff from Vodacom. The researcher analyzed the collected
data by using Statistical Package for Social Scientists (SPSS). The study used
descriptive analysis method.
The findings of the study reveal that there is significant connection between print
media promotion and the consumer behavior. The study found that print media
promotion contributes to improve consumer behavior. Also, the study found that
television promotion improves consumer behavior as it contributes to increasing
buying behavior. Furthermore, internet advertisement increases consumer buying
behavior among the customers of Vodacom Tanzania Limited.
The study concludes that advertisement programs conducted by Vodacom Tanzania
through print media, television and the internet improve customers’ behaviour and
buying behavior among the customers. The study recommends that management of
Vodacom Tanzania should increase efforts to advertise through print media,
television and internet. |
|
| dc.language |
en |
|
| dc.publisher |
Mzumbe University |
|
| dc.subject |
advertisement on consumer behavior |
|
| dc.subject |
Vodacom Tanzania Limited |
|
| dc.title |
The Influence of Advertisement on Consumer Behaviour: The Case of Vodacom Tanzania |
|
| dc.type |
Thesis |
|