The Impact of Integrated Marketing Communication on Consumption of Domestic Products by Women in Dar es Salaam: A Case Study of Shoppers at Mlimani City Malls
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SAUT
Abstract
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There is no question that American-style consumption is becoming well-established in this part
of the world(Thembi, 2007, pp.3). But what really lies beneath the high-spirited boast that we’ve
never had it so well here in Tanzania is a slow and silent destruction of public space and of a
common conception of the good. This is evidenced in the minutia of daily life.
This study dig deeper to find out on whether there’s any connection between women shoppers
habit at MCSM to the outbreak of consumerism in Tanzania.
It has analyzed their purchasing trend and determinants of consumption behavior. Furthermore, it
has established the proportion of women’s’ monthly income which is spent and establish how a
significant woman’s purchasing at the malls can influence major findings of consumerism in
Tanzania.
Finally, suggestions are carried out for improving the services provided by Dar es Salaam
shopping malls in relation to regulating consumerism.
Keywords
Integrated Marketing Communication, Consumption of Domestic Products