A Dissertation for fulfillment of the requirements for the Degree of Business Administration in Business Corporate Management (MBA- CM) of
Mzumbe University
The focus of this dissertation is to assess the impact of marketing strategies that influence the consumer behavior in Dar es Salaam. The study focuses on the strategies applied by the marketer of Tigo telecommunications in order to capture their esteemed and prospective customers and the factors that influence the consumers to purchase those goods and services.
The study employs a descriptive approach and it is based on a case study research design where data was collected through questionnaires which were given out to a sample size of 90 respondents. The data was then analyzed using a SPSS statistical tool, whereby the frequency and percentage were then drawn.
The findings of the study reveal that majority of the respondents agree with the marketing strategies which leads to their purchasing behavior decisions and these are based through their different characteristics. Whereby, students purchasing decisions are different from those of different occupations, young teenagers decisions also vary from the elderly etc.
The findings also show that the impact of the sales promotions strategies and use of sale promotional tools like couponing and premiums, push customers towards to their purchasing decision. The findings also reflect on the influence of advertising as it plays a huge part in marketing goods and services of a company.
In a nutshell, this dissertation hereby, can be concluded that the consumers behaviors tend to change from time to time basing on different factors such as taste and preference, availability and accessibility of goods, weather conditions, geographical situation among others. Therefore, proper marketing strategies are highly important in order to capture customers especially in this new era where competition in the market and technology is growing every day.