THE EFFECT OF TELEVISION ADVERTISEMENT ON THE BUYING BEHAVIOR OF CONSUMERS: A CASE STUDY OF THE COCA COLA SOFT DRINKS’ MARKET IN KAMPALA.
BY NAMIGADDE, JACKLINE MBA (MARKETING) (Mak) 2010/HD06/2167U
A DISSERTATION SUBMITTED TO THE GRADUATE SCHOOL IN PARTIAL FULFILLMENT FOR THE AWARD OF MASTERS OF BUSINESS ADMINISTRATION OF MAKERERE UNIVERSITY
The purpose of this study was to establish the effect of Television Advertisement on the buying Behavior of ...view middle of the document...
A cross sectional survey was undertaken where data was collected from 107 consumers of CocaCola brands in areas around Kampala and 8 employees of Century Bottling Company Limited in Namanve. A questionnaire and interview guide were used to collect data from respondents who were selected with purposive and convenient sampling techniques for the employees of CBC and consumers of Coca Cola brands respectively.
The study findings revealed that there was a positive significant relationship between all the study variables; form of T.V advertisements, communication, comprehension, attitude, belief with consumer buying behavior represented by (r = 0.388**, 0.143**, 0.249**, 0.360**, 0.409**, 0.471**, 0.532**) respectively. . It is therefore recommended that Century Bottling Company should adopt an integrated marketing communication strategy so as to cause awareness, make customers learn about their brands, appreciate and become loyal to it. The company should also concentrate on promoting well specified but limited number of selected benefits and compare them to the number of competitors due to the fact that they affect their businesses to a greater degree.