A Research Proposal Submitted in Partial Fulfillment of the Requirements for the degree
of Master of Business Management (MBA-CORPORATE MANAGEMENT) of
Mzumbe University
The purpose of this study was to examine the role of Sales Promotion on Consumer
Buying Behaviour the case of Tanzania Breweries Limited. The study was guided by the
following specific objectives: to identify different modes of promotion activities and
their importance in motivating consumer buying behavior, to analyze the relationship
between a specific brand and switching behavior of the consumers, to identify the
various factors that influence consumer buying behavior and challenges facing
promotion activities of in beer industry. The study adopted descriptive case study
whereby a sample size of 100 respondents was selected. Data collection was done
through the use of questionnaires, interviews and observation. The analysis of data was
done using SPSS and Microsoft Excel. It was found that various promotion activities are
used by TBL such as Raffle Draws, Price Pack, free items such as free face-caps, T-shirt
and pens. Other promotional strategies include the sponsoring of various activities such
as football matches and use of celebrity.
In general sales promotion activities performed the role of informing, reminding and
influencing the purchase of TBL products. It was further revealed that strong brand
image; quality of products and products reputations influenced consumer buying
behaviour. More so, pricing, presence of varieties of beers, the economic, cultural and
personality aspects influence consumer buying behaviour. The study recommends that
TBL should continuously ensure that introduce new products and packaging innovation
to lure customers given the current competitive environment. In this regard companies
that are able to enhance and quicken their product development cycle will clearly have a
competitive advantage. As beer drinkers increasingly seek different styles and more
complex or varied flavour profile, TBL would need to keep innovating constantly. TBL
should also establish global brands through line extensions.