A Dissertation Submitted In Partial Fulfillment of the
Requirement for The Master Of Business Administration in Corporate
Management Of
Mzumbe University
Internal marketing is a bidirectional process, training functions as a confidence
building exercise and mechanism of employee reassurance, empowerment and an
employee motivational construct. Is a concept which emphasizes that employees are a
first market (segment) and a priority before external marketing in any company to
prevail in the over changing environment. The purpose of this research was to examine
the influence of internal marketing on customer buying decisions in Mwanza-city. The
study was guided by the following objectives, to evaluate internal marketing as a
marketing tool to influence customer purchase decisions for NBCL products, to
determine the level of employees’ internal marketing awareness andits importance
towards customers buying decisions of NBCL Products and to identify steps involved
by customers for purchase decision of NBCL Products.
This research adopted a descriptive research design incorporating both quantitative
and qualitative approaches. The research involved 40key account customer and 40
selectedNBCL employees in Mwanza-city. The methods of data collection were;
questionnaires and in-depth interview. Moreover, data were analyzed by using
Statistical Package for Social Sciences (SPSS).
The findings revealed that internal marketing have an influence on customer buying
decisions of NBCL Company such as enhance communication among workers,
Motivate workers to provide good services to the external customers, Creates superior
value and customer conscious about services, vision awareness to employees and
insure less employee turnover. The findings suggested that employees were not aware
of the internal marketing of NBCL Company. Also the study revealed that customers
have several steps which they involves before making final buying decisions of
NBCL products which includes need recognition, information search, evaluation of
alternatives, buying decision and post purchase evaluation. The study gave out
recommendations and areas for further research.