Influence of Private Television Advertisement on Consumer Buying Behaviour: A Case Study of Azam TV

Rahel G. Mwaifuge, Dr. Silverius Komba and Dr. Crispin Mbogo
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Rahel G. Mwaifuge: St. Augustine University of Tanzania
Dr. Silverius Komba: St. Augustine University of Tanzania
Dr. Crispin Mbogo: St. Augustine University of Tanzania

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 2, 1022-1039

Abstract: The study was conducted in Dar es Salaam and it involved the customers who are subscribers of Azam Television. The study was guided by Advertisement Theory and it used questionnaire and interview methods to collect data. The process of data analysis involved both descriptive and inferential statistics for quantitative data while for qualitative data the study employed thematic technique. The findings of the study revealed that the TV advertisements have an influence to brand awareness and consumer buying behaviours. The visited customers argued that the more they watch advertisements of particular products the more they become aware of them thus they make decision to purchase them. In addition, the study found that television advertisements have an influence on brand image thus causing a change in purchasing behaviour. Furthermore, the study revealed that there is a positive relationship among television advertisement, customer interest and their buying behaviour. The visited customers argued that the way advertisements are presented, it arises customers’ interests and, as a result, they decide to purchase the product. The study established that when customers are watching advertisements through television they find a positive image of the product. Such advertisements showcase testimonials, endorsements, or success stories that build credibility and trust leading to change of perception and purchasing of the product. Finally, the study recommends that advertisers should design TV adverts that are easy to be understood by customers. Television has more power to influence than other media such as radio and magazine. The adverts displayed on television can be remembered easily because they involve seeing and hearing the advert.

Date: 2025
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