Influence of Contraceptive Advertising into Consumer’s Purchasing Decision: The Case Study of Population Services International Organization- Tanzania, in Dar es Salaam Region

Mbungu, Faraja (2013) Influence of Contraceptive Advertising into Consumer’s Purchasing Decision: The Case Study of Population Services International Organization- Tanzania, in Dar es Salaam Region. Masters thesis, The Open University of Tanzania.

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Abstract

Influence of contraceptives advertising on consumer’s purchasing decision was a study conducted in Dar es Salaam Tanzania, involving PSI Tanzania customers and employees. The study was conducted in order to examine the extent to which advertising contraceptives has been influencing consumer’s purchasing. This study focused in finding the rationale of all efforts which have been directed by social marketers into advertising and mass media campaigns despite the fact that various studies had indicated that the outcomes of the effort is not as great. This study employed questionnaires as a method and tool of data collection. The tools were well constructed in order to attain all important details for an effective and informative study. This study find out that there advertising of contraception method influences a large part of the study sample (67%) into making their purchasing decision of the particular method or brand. The study shows that most well-known, most preferred hence most purchased contraceptive methods among respondents such as pills and male condoms were also the most advertised, comparing to less aknown, hence less purchased methods such as Spermicides and Vasectomy. Although 33%of population study reported that they always make purchasing decision of a particular method or brand through the influence of information obtained from health clinic workers and friends. This study recommended that, contraceptive methods marketing companies’ needs to refocus their advertising strategies and work on designing contraceptive messages adverts and campaigns that will aim into reaching the audience through media as well as through health workers and peereducators as they both show a lot of influence in delivering the contraception message to the targeted consumer’s in Tanzania.

Item Type: Thesis (Masters)
Subjects: 600 Technology > 658 Gerneral management
Divisions: Faculty of Business Management > Department of Marketing and Entrepreneurship
Depositing User: Mr Habibu V. Kazimzuri
Date Deposited: 14 Jan 2016 11:58
Last Modified: 14 Jan 2016 11:58
URI: http://repository.out.ac.tz/id/eprint/889

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