The Influence of Advertisement on Consumer Behaviour: The Case of Vodacom Tanzania
| dc.creator | Nyamtara, Nyatabori | |
| dc.date | 2020-06-29T19:04:45Z | |
| dc.date | 2020-06-29T19:04:45Z | |
| dc.date | 2019 | |
| dc.date.accessioned | 2021-05-05T08:08:31Z | |
| dc.date.available | 2021-05-05T08:08:31Z | |
| dc.description | A Dissertation Submitted in Partial Fulfillment of the Requirements for the Award of the Degree of Master of Business Administration – Corporate Management (MBA - CM) of Mzumbe University | |
| dc.description | This study focused on the influence of advertisement on consumer behavior. The study was conducted at Vodacom Tanzania Limited. The objectives of the study were, to identify the impact of print media promotion on consumer behavior. Also to examine the effects of television promotion on consumer behavior and lastly to examine the impact of internet advertisement on consumer buying behavior. The study applied a case study research design whereas quantitative and qualitative approaches were used. The sample size of the study was 90 respondents, this involved customers and staff from Vodacom. The researcher analyzed the collected data by using Statistical Package for Social Scientists (SPSS). The study used descriptive analysis method. The findings of the study reveal that there is significant connection between print media promotion and the consumer behavior. The study found that print media promotion contributes to improve consumer behavior. Also, the study found that television promotion improves consumer behavior as it contributes to increasing buying behavior. Furthermore, internet advertisement increases consumer buying behavior among the customers of Vodacom Tanzania Limited. The study concludes that advertisement programs conducted by Vodacom Tanzania through print media, television and the internet improve customers’ behaviour and buying behavior among the customers. The study recommends that management of Vodacom Tanzania should increase efforts to advertise through print media, television and internet. | |
| dc.identifier | APA | |
| dc.identifier | http://hdl.handle.net/11192/3367 | |
| dc.identifier.uri | http://hdl.handle.net/11192/3367 | |
| dc.language | en | |
| dc.publisher | Mzumbe University | |
| dc.subject | advertisement on consumer behavior | |
| dc.subject | Vodacom Tanzania Limited | |
| dc.title | The Influence of Advertisement on Consumer Behaviour: The Case of Vodacom Tanzania | |
| dc.type | Thesis |