The influence of online beauty products advertising to women’s buying decision: a case of Kinondoni municipality, Dar es Salaam
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Date
2017
Authors
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Journal ISSN
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Publisher
University of Dar es Salaam
Abstract
This study assesses the influence of online advertising on beauty products to women in Kinondoni Municipality in Dar es Salaam. The objective of the study was to assess the influence of online advertising on beauty products and consumers’ buying decision. The study specifically examined the impact of online adverts on consumers’ purchasing decision, assesed to what extent beauty products consumers are affected by online advertising towards making their purchasing decision and, lastly, to identify the role of online advertisement in fostering consumer awareness and perception. The researcher managed to find out how users and retailers use online advertising to promote beauty products from different brands such as Nivea, Manjano, Secret, Oley , Angels and Darling. The study applied both qualitative and quantitative research approach/methods. Purposive and convenient sampling technique was employed to get the required sample. A sample of 100 from four local markets (Kinondoni, Makumbusho, Mwenge and Mwananyamala) was studied, of which 80 were direct users and 20 were retailers of different beauty products among the mentioned brands. Data were gathered through questionnaires, interviews and written documents, data analysis conducted through SPSS version 20. The study findings indicate that social media is an effective medium of communication and majority of beauty companies and retailers are shifting from traditional to social media. The main conclusion drawn is that online social advertising is an effective tool to be used by beauty products companies and retailers for promotion. Retailers should make use of online media platforms to stay in touch with customers, build trust and relationship whereas doing business.
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.1265.T34P37)
Keywords
Internet marketing, Women, Consumer behaviour, Kinondoni municipality, Dar es Salaam, Tanzania
Citation
Paschal, E. (2017) The influence of online beauty products advertising to women’s buying decision: a case of Kinondoni municipality, Dar es Salaam. Master dissertation, University of Dar es Salaam. Dar es Salaam.