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ABSTRACT
This study assessed the contribution of advertising on sales improvement with case
study of Zanzibar Bottlers Limited. By using descriptive case study a representative
sample of 70 respondents was obtained from the population of 435.
The methods of data collection involved both primary and secondary sources. Primary
data were collected by using questionnaire, interview guide, documentary sources, and
observation. Whereas documentary review was used in secondary method. The
Statistical Package for Social Sciences (SPSS) software, MS excel and simple
calculations by calculator were used to analyze the data where simple frequencies and
percentages were created.
The findings revealed that advertising contribute much on sales improvement where by
88 percent of the respondents said informative advertising affect sales of ZBL, 80
percent said remaindering advertising affect sales improvement and 64 percent have
replied that persuasive advertising affect sales improvement.
The researcher therefore calls for the administration of ZBL to pay attention on
advertising strategies for the sake of embracing market share, goodwill, profitability as
well as sales of the company. |
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