The Role of Advertisement Media in the Consumer Buying Behaviour: The Case of Fast Jet Tanzania

Malembo, Amir (2015) The Role of Advertisement Media in the Consumer Buying Behaviour: The Case of Fast Jet Tanzania. Masters thesis, The Open University Of Tanzania.

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This study assessed the role of advertisement media on consumer buying behavior in the airline industry in Tanzania. More specifically, the study intended to identify the relationship between print media, radio advertisement, television advertisement and online advertisement and the consumer buying behavior. The study was conducted in Dar es Salaam at fast jet headquarters and Julius K Nyerere Airport. The sample of this study was 150 respondents from Fast jet staffs and customers. The study used a descriptive design. Primary data were collected through questionnaires while secondary data were collected through reviewing various documents. Data collected were analyzed both quantitatively and qualitatively. SPSS (Statistical Package for Social Science) and excel were used to extract tables and charts that presented the findings of the study. The study found that advertisement has direct influence on consumer buying behavior. Moreover, the study found out that television advertisement appears to be the most influencing factor. Furthermore, the study found that out an online advertisement has begun to gain trust to consumer in buying products online. The study recommends that creativity should be considered in newspaper advertisement. In radio advertisements the advertisers should consider the use of simple language so as to be understood. On other hand, the study recommends that advertisers should put more efforts to online advertisement because it is cheaper, faster, easier and accessible globally.

Item Type: Thesis (Masters)
Subjects: 600 Technology > 658 Gerneral management
Divisions: Faculty of Business Management > Department of Marketing and Entrepreneurship
Depositing User: Mr Habibu Kazimzuri
Date Deposited: 13 Jul 2016 10:13
Last Modified: 13 Jul 2016 10:13

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