The Role of Price of Dasani Water and Advertising on the Consumer Buying Decision in Tanzania

Najat Naaman Marshed and Dr. Crispin Mbogo
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Najat Naaman Marshed: Faculty of Business and Economics, St. Augustine University of Tanzania
Dr. Crispin Mbogo: Faculty of Business and Economics, St. Augustine University of Tanzania

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 2, 2064-2073

Abstract: The purpose of this study is to assess the role of the price of commodities and advertising on consumer buying, specifically on Dasani water in Tanzania. The study was conducted in Dar es Salaam and a total of 336 respondents. The study used a descriptive design, where Primary data were collected through questionnaires while secondary data were collected through reviewing various sources such as documents from the internet. Both quantitative and qualitative methods were used to analyse the collected data. The analysis of data obtained through questionnaires was cleared, coded, and analysed with the assistance of Statistical Package for Social Science (SPSS). The findings indicated that, price of Dasani water and advertising has a direct influence on consumer buying decisions as it creates customer awareness and buying habits of Dasani water. Further, the study shows that television and radio advertisements appeared as an influence factor over print and online advertisements. The study recommends that policymakers and companies seeking to make the most from advertising products through the media, especially Television, Radio and online advertisement. Online advertisement has begun to gain the trust of consumers in buying and selling products online, also it is low-priced, faster, easier and accessible worldwide.

Date: 2024
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