The impact of sponsorship activities on consumer based behaviors in Tanzania telecommunication industry; The case of Zanzibar Telecom Ltd

Hilal, Hilmi Mohamed (2015) The impact of sponsorship activities on consumer based behaviors in Tanzania telecommunication industry; The case of Zanzibar Telecom Ltd. Masters thesis, The Open University Of Tanzania.

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Abstract

The increase of competition among products of a similar nature has provided a big challenge in the marketing field. This has led to a growing interest on companies in building strong brands so as to maximize their competitive advantages in the industry. This study focused on investigating the impact of sponsorship activities on consumer based brand equity behaviors at ZANTEL. Regarding sampling techniques used under this study; simple random and Purposive sampling technique were used to select different respondents. Due to the nature of this study which is exploratory and qualitative research, the researcher presented and analysed the data by using excel as statistical tools, discussions and explanations oriented (i.e. descriptive analysis), simple statistics like frequency and percentage tabulation also were applied for this study under investigation. The three variables/components of consumer based brand equity were tested, and identified to be affected by sponsorship activities and also upon its impact on customer purchase decision. The fact that was discovered here was that all three components of consumer based brand equity were positively affected by sponsorship with help of other components of promotion mix, such as advertisement, public relation and sales promotion. It was also discovered that with an improved components of consumer based brand equity, customer behaviors may be favorably influenced. Finally, the researcher came up with a concluding remark and recommendation that the concept of brand equity is very important in business as well as understanding it in various perspectives of brand equity and their components and how managers can use it to strengthen their brands competitive edge.

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