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The Role of Price of Dasani Water and Advertising on the Consumer Buying Decision in Tanzania

Author

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  • Najat Naaman Marshed

    (Faculty of Business and Economics, St. Augustine University of Tanzania)

  • Dr. Crispin Mbogo

    (Faculty of Business and Economics, St. Augustine University of Tanzania)

Abstract

The purpose of this study is to assess the role of the price of commodities and advertising on consumer buying, specifically on Dasani water in Tanzania. The study was conducted in Dar es Salaam and a total of 336 respondents. The study used a descriptive design, where Primary data were collected through questionnaires while secondary data were collected through reviewing various sources such as documents from the internet. Both quantitative and qualitative methods were used to analyse the collected data. The analysis of data obtained through questionnaires was cleared, coded, and analysed with the assistance of Statistical Package for Social Science (SPSS). The findings indicated that, price of Dasani water and advertising has a direct influence on consumer buying decisions as it creates customer awareness and buying habits of Dasani water. Further, the study shows that television and radio advertisements appeared as an influence factor over print and online advertisements. The study recommends that policymakers and companies seeking to make the most from advertising products through the media, especially Television, Radio and online advertisement. Online advertisement has begun to gain the trust of consumers in buying and selling products online, also it is low-priced, faster, easier and accessible worldwide.

Suggested Citation

  • Najat Naaman Marshed & Dr. Crispin Mbogo, 2024. "The Role of Price of Dasani Water and Advertising on the Consumer Buying Decision in Tanzania," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(2), pages 2064-2073, February.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:2:p:2064-2073
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    References listed on IDEAS

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    1. Ghulam Shabbir Khan & Burhan Ali Shah & Ahmed Imran Hunjra, 2012. "Effective Advertising and its Influence on Consumer Buying Behavior," Information Management and Business Review, AMH International, vol. 4(3), pages 114-119.
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