The role of advertising on consumer buying decision in Tanzania: the case study of Coca Cola Kwanza Limited

This study examined the buying behaviour of Tanzania consumers on Coca Cola products. it was intended to study the significance of advertising in the consumers decision to purchase Coca Cola products. in this study, consumer behaviour relating to their buying decision namely, brand personality, individual perception, beliefs and attitudes were used for analysis. in order to achieve this study, a field research was undertaken to obtain statistical information from a convenient sample of 120 respondents through questionnaires. literatures indicate that advertising influence consumers buying behaviour through brand personality, perception, beliefs and attitudes. however, findings of this study indicate that there is very weak relation between advertisements and brand personality creation, perception, beliefs and attitude. the advertisement has been proved to be powerful tool in sending message regarding the product as well as influencing customers on their decision to purchase the products. the study has found that advertising through television is more effective than through other media in influencing decision to purchase Coca Cola products. they should combine the three factors culture, certainment information in order to be effective and Sustainable. their advertisements should also cover some of their products which are not currently covered in order to increase number of consumers for these products.