IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v7y2023i8p1403-1416.html
   My bibliography  Save this article

Influence of Advertising on Consumer Purchasing Behavior in Manufacturing Industry in Tanzania

Author

Listed:
  • Neema Mkama

    (Accounting and Finance Department, St. Augustine University of Tanzania)

  • Crispin John Mbogo

    (Accounting and Finance Department, St. Augustine University of Tanzania)

Abstract

This study investigates influence of advertising on consumer purchasing behavior in manufacturing industry with particular reference to Tanzania Breweries Limited Public Limited Company. The study was guided by three proxies of the predicting variable namely product awareness, competitive gains and market share generation which were tested on consumer purchasing behavior as the dependent variable. Explanatory design was used to foster information gathering process through causality testing. The facts and findings were gathered from the employees of the selected entity as the case from the sample of 100 respondents through structured questionnaires. The collected results were computed in SPSS data sheet version 24.0 to generate results which were presented using descriptive statistics and inferential statistics. The profile of the respondents was described using frequency table and percentages while the relationship testing between study variables were performed using correlation and multiple regression. The findings of the study revealed that the predicting variables namely product awareness, competitive gains and market share generation are positive with significant effect statistically on consumer purchasing behavior as the dependent variable. The implication of the results is that consumer purchasing behavior in manufacturing sector entities through advertisement is influenced with product awareness, market share generation, and competitive gains.

Suggested Citation

  • Neema Mkama & Crispin John Mbogo, 2023. "Influence of Advertising on Consumer Purchasing Behavior in Manufacturing Industry in Tanzania," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(8), pages 1403-1416, August.
    • Handle: RePEc:bcp:journl:v:7:y:2023:i:8:p:1403-1416
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-7-issue-8/1403-1416.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/journals/ijriss/articles/influence-of-advertising-on-consumer-purchasing-behavior-in-manufacturing-industry-in-tanzania/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Windsperger, Josef, 2001. "The fee structure in franchising: a property rights view," Economics Letters, Elsevier, vol. 73(2), pages 219-226, November.
    2. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    3. Simon Kinyua Njeru & Dr. Robert Mang’ana & Dr. Enos Anene, 2025. "Strategy Implementation and Performance of Manufacturing Pharmaceutical Companies in Kenya," Journal of Business and Strategic Management, CARI Journals Limited, vol. 10(5), pages 36-62.
    4. Petra Nieken & Sven Walther, 2024. "Honesty in Virtual Communication," CESifo Working Paper Series 11094, CESifo.
    5. Nitin Walia & Mark Srite & Wendy Huddleston, 2016. "Eyeing the web interface: the influence of price, product, and personal involvement," Electronic Commerce Research, Springer, vol. 16(3), pages 297-333, September.
    6. Lori Rosenkopf & Paul Almeida, 2003. "Overcoming Local Search Through Alliances and Mobility," Management Science, INFORMS, vol. 49(6), pages 751-766, June.
    7. de Camargo Fiorini, Paula & Roman Pais Seles, Bruno Michel & Chiappetta Jabbour, Charbel Jose & Barberio Mariano, Enzo & de Sousa Jabbour, Ana Beatriz Lopes, 2018. "Management theory and big data literature: From a review to a research agenda," International Journal of Information Management, Elsevier, vol. 43(C), pages 112-129.
    8. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    9. Hall, Matthew, 2010. "Accounting information and managerial work," LSE Research Online Documents on Economics 28539, London School of Economics and Political Science, LSE Library.
    10. Ofir Turel & Catherine E. Connelly, 2012. "Team Spirit: The Influence of Psychological Collectivism on the Usage of E-Collaboration Tools," Group Decision and Negotiation, Springer, vol. 21(5), pages 703-725, September.
    11. Rogerio S. Victer, 2020. "Connectivity knowledge and the degree of structural formalization: a contribution to a contingency theory of organizational capability," Journal of Organization Design, Springer;Organizational Design Community, vol. 9(1), pages 1-22, December.
    12. repec:dau:papers:123456789/3232 is not listed on IDEAS
    13. Alain Cohn & Tobias Gesche & Michel André Maréchal, 2022. "Honesty in the Digital Age," Management Science, INFORMS, vol. 68(2), pages 827-845, February.
    14. Peltokorpi, Vesa, 2015. "Corporate Language Proficiency and Reverse Knowledge Transfer in Multinational Corporations: Interactive Effects of Communication Media Richness and Commitment to Headquarters," Journal of International Management, Elsevier, vol. 21(1), pages 49-62.
    15. Ahmed Hamdi & Tarik Saikouk & Bouchaib Bahli, 2020. "Facing supply chain disruptions: enhancers of supply chain resiliency," Economics Bulletin, AccessEcon, vol. 40(4), pages 2943-2958.
    16. Zhenhui (Jack) Jiang & Cheng Suang Heng & Ben C. F. Choi, 2013. "Research Note —Privacy Concerns and Privacy-Protective Behavior in Synchronous Online Social Interactions," Information Systems Research, INFORMS, vol. 24(3), pages 579-595, September.
    17. Yonit Rusho & Ganit Richter & Daphne Ruth Raban, 2024. "Assessing the Value of Information in an Augmented Reality City Experience," Future Internet, MDPI, vol. 16(12), pages 1-14, December.
    18. Jinhui Li, 2024. "Promoting HPV vaccination: effectiveness of mobile short videos for shaping attitudes and influencing behaviors," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-11, December.
    19. repec:ipg:wpaper:40 is not listed on IDEAS
    20. Anca Metiu, 2006. "Owning the Code: Status Closure in Distributed Groups," Organization Science, INFORMS, vol. 17(4), pages 418-435, August.
    21. Starling David Hunter & Henrik Bentzen & Jan Taug, 2020. "On the “missing link” between formal organization and informal social structure," Journal of Organization Design, Springer;Organizational Design Community, vol. 9(1), pages 1-20, December.
    22. Sofia Patsali, 2019. "Opening the black box of university-suppliers' co-invention: some field study evidence," Working Papers of BETA 2019-46, Bureau d'Economie Théorique et Appliquée, UDS, Strasbourg.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:7:y:2023:i:8:p:1403-1416. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.