Consumers’ perception of advertising in Tanzania

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University of Dar es Salaam
This study set out to understand consumers’ perception advertising in Tanzania with the view to understanding the perceived role of advertising in guiding purchasing decisions, exploring the role advertising plays, whether or not the ads are entertaining and interesting enough to generate positive as recall rates, to establish how informative and persuasive the different types of advertisements are to Tanzanian consumers and finally to establish if there are issues regarding ethical conducts in advertising and how to address them. This study therefore examines the advertising beliefs that may account for perception of advertising among the Tanzanian consumers as a result of the country’s trade liberalisation policy adopted in the late 80s. Qualitative research approach involving the use of focus Group Discussions (FGDs) was adopted in collecting data for this study. The FGDs were made up of both males and females drawn from the C1C2D socio-income groups, aged 18-45 years. Digital recording devices were used to record the discussions. Although research findings show that there is a positive perception of and favourable altitudes towards advertising in general, it does not necessarily mean that advertising alone influences purchase decisions. Discussants noted that advertising is useful un product knowledge and availability, and pointed out a few ads considered unethical and/or intrusive in the values and lifestyles of consumers. Entertaining and humourous ads were said to have high recall rates. They also expressed the need for having rules and regulations for advertising to guide both the media and advertisers on ethics. Based on the focus group respondents the findings indicate that there are economic, social, ethical and regulatory factors of advertising to be considered when examining attitudes towards advertising in general. Implications of the findings have been highlighted under the respective areas such as implications to theory, to adverting practice/ profession, policy implications and managerial implications.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class Mark ( THS EAF HF5832.T34K36)
Advertising, Consumer perception, Tanzania
Kapesi, B. V. N (2007) Consumers’ perception of advertising in Tanzania, Master dissertation, University of Dar es Salaam.