Influence of Outdoor Advertising Billboards on Consumer Purchasing Behaviour; A case of the Urban West region, Zanzibar.

Mohamed, Ahmed Hani (2025) Influence of Outdoor Advertising Billboards on Consumer Purchasing Behaviour; A case of the Urban West region, Zanzibar. Masters thesis, The Open University of Tanzania.

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Abstract

This study examines the influence of outdoor billboard advertisements on consumer purchasing behavior in the Urban West Region of Zanzibar. The research employed a mixed-methods approach involving questionnaires, key informant interviews, focus group discussions, and direct field observations to gather comprehensive data on the effectiveness and perception of billboard advertising. Findings reveal that outdoor billboard advertisements play a significant role in shaping consumer awareness and purchasing decisions, particularly when strategically located in high-traffic areas. The most preferred types of billboards identified were static billboards and digital billboards, with static billboards being more dominant due to their affordability and longer display duration. Digital billboards were valued for their dynamic and modern visual appeal despite challenges such as unreliable electricity and higher operational costs. Additionally, consumers reported being more influenced by billboards that featured high-quality images, short and clear messages, and large display sizes. Businesses that frequently utilize billboard advertising include telecommunications companies, airlines, financial institutions, educational centers, and government bodies. However, challenges such as infrastructure damage from weather, delayed payments by clients, and a lack of standard regulations were noted as barriers to effective billboard use. The study concludes that while outdoor billboards are a powerful communication tool, their impact on consumer purchasing behavior is maximized when content, design, and placement are carefully considered. It recommends stronger regulatory frameworks, improved infrastructure, and greater investment in digital display reliability to enhance the effectiveness of outdoor advertising in Zanzibar. Keywords: Outdoor billboards, advertising, consumer behaviour

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