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Influence of Advertising on Consumer Purchasing Behavior in Manufacturing Industry in Tanzania

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  • Neema Mkama

    (Accounting and Finance Department, St. Augustine University of Tanzania)

  • Crispin John Mbogo

    (Accounting and Finance Department, St. Augustine University of Tanzania)

Abstract

This study investigates influence of advertising on consumer purchasing behavior in manufacturing industry with particular reference to Tanzania Breweries Limited Public Limited Company. The study was guided by three proxies of the predicting variable namely product awareness, competitive gains and market share generation which were tested on consumer purchasing behavior as the dependent variable. Explanatory design was used to foster information gathering process through causality testing. The facts and findings were gathered from the employees of the selected entity as the case from the sample of 100 respondents through structured questionnaires. The collected results were computed in SPSS data sheet version 24.0 to generate results which were presented using descriptive statistics and inferential statistics. The profile of the respondents was described using frequency table and percentages while the relationship testing between study variables were performed using correlation and multiple regression. The findings of the study revealed that the predicting variables namely product awareness, competitive gains and market share generation are positive with significant effect statistically on consumer purchasing behavior as the dependent variable. The implication of the results is that consumer purchasing behavior in manufacturing sector entities through advertisement is influenced with product awareness, market share generation, and competitive gains.

Suggested Citation

  • Neema Mkama & Crispin John Mbogo, 2023. "Influence of Advertising on Consumer Purchasing Behavior in Manufacturing Industry in Tanzania," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(8), pages 1403-1416, August.
    • Handle: RePEc:bcp:journl:v:7:y:2023:i:8:p:1403-1416
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    References listed on IDEAS

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    1. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
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