Examining the role of advertising in the consumer buying decision in Tanzania: a case of SBC Tanzania ltd.

The main purpose of this study was to examine the role of advertising on the consumer buying decision in Tanzania. The study was conducted at SBC Tanzania Ltd in Dar es Salaam. It was specifically guided by three objectives: to determine how advertised brand personality influences consumer buying decision of a soft drink; to find out how advertised beliefs and attitudes influence consumer buying behaviour of a soft drink and to examine the role of advertised technological advancement that is e marketing on consumer buying decision of a soft drink. Simple random technique was used to select a sample of 62 respondents. The data was collected by using questionnaire and documentary review. Quantitative data was analyzed by the use of descriptive statistics. The findings of the study revealed that advertised brand personality has a great influence on consumer buying decision of a soft drink. It was depicted that geographical regions and reference groups have an effect on consumer buying decision of a soft drink. On the other side, the findings indicate that consumer buying decision of a soft drink is not determined by education level. Finally, the findings indicate that advertised technological advancement that is e marketing, including computers and electronic communication as well as flow of information is significant in the buying decision of a soft drink. The study recommends that, in order for the soft drink companies to attract more customers to their products, they are supposed to improve the brand packaging, awareness, loyalty, quality and brand personality since they have great influence on consumer buying decision of a soft drink. Likewise, the companies producing soft drinks should make sure that they produce the products which are acceptable to all ethnic groups and geographical areas so as to expand the market of their products. Finally, the companies should make sure that they use an appropriate technology that is e marketing to improve communication between the company and customers as well as producing highly acceptable products to convince more customers.