| dc.creator |
Kilahama, Irene |
|
| dc.date |
2020-11-10T14:21:37Z |
|
| dc.date |
2020-11-10T14:21:37Z |
|
| dc.date |
2020 |
|
| dc.date.accessioned |
2021-05-05T08:08:43Z |
|
| dc.date.available |
2021-05-05T08:08:43Z |
|
| dc.identifier |
APA |
|
| dc.identifier |
http://hdl.handle.net/11192/4542 |
|
| dc.identifier.uri |
http://hdl.handle.net/11192/4542 |
|
| dc.description |
A Dissertation Submitted in Partial Fulfilment of the
Requirements for Award of the Degree of Master of Business AdministrationCorporate Management (MBA-CM) of Mzumbe University |
|
| dc.description |
The study was set to explore the influence of advertisement on the success of oil
retailing industry in Tanzania. The research study aimed at answering the four
specific objectives including; establishing the forms and types of advertising
promotion adopted by MOGAS Tanzania limited, examining the extent in which
advertisement relates with the sales performance at MOGAS Tanzania limited,
examining the extent in which advertisement relates with the consumer behavior at
MOGAS Tanzania limited and examining the extent in which advertisement relates
with promotion of the brand of MOGAS Tanzania limited.
The researcher used well-prepared structured questionnaires and interview data
collection methods to obtain findings of the study. Data were collected and analyzed
by descriptive analysis and correlation analysis technique while considering 80
respondents as a sample size.
The study findings revealed that the direction relationship among the identified
variables “increases the revenue, leads to more sales volume quickly, builds long
term profitability and strengthen relationship with customers” were positive
correlated in representing the relationship between advertisement and sales
performance. It was also revealed that the direction of the relationship among the
identified variables “reinforces consumers’ decisions, increase of customers
satisfaction, reinforces consumers’ attitude and enhance consumers’ awareness” were
positive correlated implying that these variables tend to effect together in
representing the magnitude of consumers’ behavior. Therefore the magnitude or
strength of the association/relationship between advertisement and consumers’
behavior was found to be absolute strong. The study findings further revealed that
there is a strong relationship between advertisement and the promotion of the brand.
The researcher suggests that the management of MOGAS Tanzania limited should
use other forms of adverting like sponsoring events and use of mobile phone
advertising. This will increase awareness about the various products offered by the
given company. |
|
| dc.language |
en |
|
| dc.publisher |
Mzumbe University |
|
| dc.subject |
Advertisement on the success of oil |
|
| dc.subject |
Oil retailing industry in Tanzania |
|
| dc.subject |
MOGAS |
|
| dc.title |
The Influence of Advertisement on the Success of Oil Retailing Industry in Tanzania: A Case Study of MOGAS Tanzania Limited |
|
| dc.type |
Thesis |
|