Assessment of the Effectiveness of Trade Kings Zambia Limited Advertising Strategies in Influencing Consumer Behaviour Among Residents of Mwalubemba Village in Chongwe, Zambia

Mirriam David Mwale and Moses Phiri
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Mirriam David Mwale: University of Zambia
Moses Phiri: University of Zambia

African Journal of Commercial Studies, 2026, vol. 7, issue 3

Abstract: This study examined the effectiveness of Trade Kings Zambia Limited’s advertising strategies in Mwalubemba Village, a rural setting in Zambia. It explored the relationship between advertising awareness, consumer behaviour, and purchase decisions while assessing the effectiveness of various advertising channels, including radio, television, social media, print media, and billboards. A concurrent mixed-methods research design was employed, utilizing surveys, focus group discussions (FGDs), and key informant interviews (KIIs) to gain insights into consumer engagement with advertising. Data were analysed using Stata Version 16 and Excel. Quantitative data analysis revealed that about 79% of respondents were aware of Trade Kings' advertising channels, with radio (42%) and television (21%) being the most recognized. Despite billboards being visually dominant, awareness remained low at 5%. Radio advertising emerged as the most effective channel (27%), followed by television (23%) and social media (20%), reinforcing previous studies that highlight the dominance of traditional mass media in rural markets. However, only 49% of consumers cited advertising as their primary source of product awareness, with 23% relying on word-of-mouth recommendations. Product benefits (39%) and affordability (27%) were the strongest purchase motivators, while emotional appeal (8%) and celebrity endorsements (3%) had minimal impact. Qualitative insights from FGDs and KIIs revealed that consumers preferred locally relatable radio advertisements delivered in native languages and voiced by familiar announcers, fostering greater trust and recall. Social media advertising showed promise among younger demographics but faced limited penetration due to digital access challenges. While Trade Kings' advertising efforts have effectively created product awareness and influenced consumer decisions, gaps remain in digital outreach, in-store engagement, and messaging for lesser-known products. The study concludes that rural consumers in Zambia prioritize functionality and affordability in purchase decisions, requiring marketing strategies that emphasize product education, affordability, and localized engagement. Recommendations include expanding radio campaigns with consumer testimonials, integrating community-driven marketing efforts, and diversifying in-store promotions to increase consumer interaction. These insights provide valuable guidance for Trade Kings, policymakers, and marketers seeking to optimize advertising strategies in rural markets.

Keywords: Advertising Strategies; Consumer Behaviour; Marketing Effectiveness; Brand Awareness; Purchase Decisions (search for similar items in EconPapers)
JEL-codes: D12 M31 M37 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwk:ajocsl:2026-025

DOI: 10.59413/ajocs/v7.i3.54

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