A Dissertation Submitted in Partial Fulfillment of the Requirements for the degree of Master of Business Management (MBA) of Mzumbe University
The study examined the role of advertisement on consumer buying behavior at Coca Cola Kwanza Company. The specific objectives included to determine the influence of billboards to consumer buying behavior, to assess the relationship between media communication advertisement and consumer buying behavour and to determine the relationship between pos materials advertisement and consumer buying behavior. The research design used was case study strategy whereby a single unit was selected data collection methods includes interviews, questionnaires, observation and documentary review. Data were analysed through Statistical Package of Social Science. Findings revealed that advertisement media are highly useful in influencing consumer buying behavior especially the use of television, internet, radio, and social media. Also, the available findings indicates that, billboards, poster, branding, brochures as well as packaging had a relationship with customer buying behavior of coca cola products in Dar es Salaam.
The findings from this case study show that as much as most respondents were satisfied with the kind of marketing tools used by coca cola they were satisfied with the frequency of communication. This study also found out that the Marketing tools employed by coca cola in communicating to the respondents were very effective in achieving relationship marketing. Some of the attributes included pictures which were used in creating awareness and on convincing audiences. Based on the findings, it was recommended that the style chosen by Coca Cola Company should be latest and the one that blends well with the public. The use of public personnel or celebrities in the marketing process increases the chances of the product performing well in the market. Coca Cola Kwanza and other soft drinks provider should give true information about the brand in the Advertisement and maintain the good will of the brand in the
market. Advertisement must well organized and present the right message to the audience, which creates a positive feeling toward products