| dc.creator |
Mzena, Evodia |
|
| dc.date |
2020-06-29T19:08:00Z |
|
| dc.date |
2020-06-29T19:08:00Z |
|
| 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/11192/3372 |
|
| dc.identifier.uri |
http://hdl.handle.net/11192/3372 |
|
| dc.description |
A Dissertation Submitted in Partial Fulfillment of the Requirement for the
Degree of Master of Business Administration Corporate Management of
Mzumbe University |
|
| dc.description |
The study aimed at assessing the impact of advertising on improving the sales volume
of a new product. The National Health Insurance Fund has used a case study; as the
researcher investigates on the advertising efforts done on its new product Toto Afya
Card. Specifically, the study aimed at firstly to assess the extent to which advertising
campaign of Toto Afya Card has reached both urban and peri-urban residents in
Iringa, secondly to identify the most effective advertising media tools to be used for
health insurance services in order to improve sales volume and lastly to examine the
relationship between advertising and consumer buying behaviour. The Study
employed AIDA Model which used to elaborate on the effectiveness of advertising.
The study employed both primary and secondary methods of data collection. The
the study used a sample of 50 respondents who were mainly selected through two main
sampling techniques such as simple random sampling and purposive sampling
techniques. The study used quantitative data analysis to present personal or
characteristic of respondents through tables while in the rest of the work the study
used qualitative data analysis. Under this study qualitative data were mainly analysed
and presented through respondent’s direct quotations especially in qualitative data
analysis.
The findings obtained from this study revealed that the advertising media tools used
by NHIF to improve the sales volume of its new product Toto Afya Card was
effective; The study discovered that consistent advertising helps in improving the
rate of consumption by the intended consumers. The study concluded that NHIF
should focus on creating competitive adverts with strong contents for all people to
understand. The study recommended that NHIF should set enough budget for its
marketing department to conduct consistent advertisements in all regions in the
country; be it urban or peri-urban areas. |
|
| dc.language |
en |
|
| dc.publisher |
Mzumbe University |
|
| dc.subject |
advertising, National Health Insurance Fund, Toto Afya Card |
|
| dc.title |
The Impact of Advertising in Improving Sales Volume of a New Product: A Case of Nhif-Toto Afya Card |
|
| dc.type |
Thesis |
|