Contact Us

For Marketing, Sales and Subscriptions Inquiries
2637 E Atlantic Blvd #43110
Pompano Beach, FL 33062

Conference List

Effects of Advertising on Consumer Behavior in Low Density Houses: The Case of Marlborough, Zimbabwe

Alice Z Zinyemba


Irvine Manase

Alice Z Zinyemba 1

Irvine Manase 2

  1. Department of Business Studies, University of Zimbabwe, Borrowdale, Harare, Zimbabwe 1

  2. Department of Business Studies, University of Zimbabwe, Harare, Zimbabwe 2

Pages: 91-99

DOI: 10.18488/journal.62/2015.2.4/

Share :


This paper presents findings of a research that was carried out to establish the buying behavior of low density households in Zimbabwe and how they are influenced by the various forms of advertising. A questionnaire was administered to a sample of 75 respondents representing 75 households in Marlborough, Harare. The results of the study showed that 50% of the respondents strongly agreed that their decision to purchase a product was influenced by advertisements.  They also indicated that they understood and preferred outdoor media more than television and print media which came second and third respectively in the order of preference. More than 75% of the respondents agreed that they bought advertised products more than those which are not advertised. The results also showed that consumers in Zimbabwe are slow in accepting and adopting the internet as a form of advertising. It can be concluded from this study that it definitely pays to advertise one’s products. It is also important that an advert should carry a strong message that is convincing to the consumers as indicated by 50% of the respondents. It can also be concluded that the Zimbabwean market has not yet fully embraced online advertising. The study recommends that outdoor media should be used more than any other forms of advertising in low density areas as it is the most preferred and most understood media choice. It is also recommended that since more women than men do the purchases for households in low density areas advertisements should target women more than men.
Contribution/ Originality
This study contributes to existing literature on consumer buying behavior. It shows that the most preferred and understood media choice for advertising products among high income earners in countries like Zimbabwe is outdoor media. Since women more than men do the purchases for households advertisements should target women more.




  1. Africa Media Development Initiative: Research Summary Report, 2010. BBC world trust: 47.
  2. Ayanwale, A.B., T. Alimi and Ayanbimipe, 2005. The influence of advertising on consumer brand preference. Journal of Social Science, 10(1): 9-16.
  3. Confederation of Zimbabwe Industries Manufacturing Survey, 2014. Taking industry to next level. The Financial Gazette: 18.
  4. Jalees, T., 2006. Brand personification of Mobilink, U Phone, Telenor, and Warid. Journal of Research Market Forces, 2(2): 50-76.
  5. Kotler, P. and K. Keller, 2011. Marketing management. 14th Edn., London: Pearson Education.
  6. Milner, D., 1995. Advertising & promotion. 1st Edn., London: University Press.
  7. Romaniuk, J. and B. Sharp, 2004. Conceptualizing and measuring brand salience. Marketing Theory Articles, 4(4): 327-342.


Google Scholor ideas Microsoft Academic Search bing Google Scholor


Competing Interests:


Related Article

( 1 ) The Effects of Exchange Rate Liberalization in Kenya on French Beans Exports
( 2 ) Does the Mena Countries May Converge in GDP to Southern European One? The Effects of International Trade
( 3 ) Corruption’s and Democracy’s Effects on Economic Growth
( 4 ) Consideration the Effects of Water Sector Investment on Economic Growth in Iran
( 5 ) Effects of Advertising on Consumer Behavior in Low Density Houses: The Case of Marlborough, Zimbabwe
( 6 ) Moderating Effects of Project Management Experience, Project Team Size, Project Duration and Project Value Size on the Relationship between Project Manager’s Leadership Roles and Project Team Effectiveness in Malaysia
( 7 ) The Effects of Changes in Accounting Standards on Value Relevance of Financial Statement Information of Malaysia and Nigeria Banks
( 8 ) Organisational Politics – Causes and Effects on Organisation and Employees
( 9 ) Land Use/Land Cover Change and its Effects on Bamboo Forest in Benishangul Gumuz Region, Ethiopia
( 10 ) Effects of Environmental Satisfaction on Family Displacement Case Study: Gohar Dasht Region, Karaj City
( 11 ) Effects of Corporate Social Responsibility on Banks Financial Performance in Nigeria: A Study of United Bank of Africa
( 12 ) The Effects of Exchange Rate Variability on Trade Flows in Nigeria: A Cointegration Analysis
( 13 ) Analysis of the Effects of Pull and Push Factors on Brain Drain: An Example of Turkey
( 14 ) Effects of Socio-Cultural Diversity on the Performance of Private Health Care Organizations in Kogi State
( 15 ) Externality Effects of Sachet and Plastic Bottled Water Consumption on the Environment: Evidence from Benin City and Okada in Nigeria
( 16 ) Investigating the Environmental Effects of Economic Growth in African Economies
( 17 ) The Effects of Visual Merchandising and Price Sensitivity on Impulse Purchase Behaviour among Young Apparel Shoppers in Bangladesh
( 18 ) The Effects of Macroeconomic Variables on Bank Default: A Case Study in Brazil
( 19 ) Non-Linear Effects of Intellectual Property Rights on Technological Innovation: Evidence from Emerging and Developing Countries
( 20 ) The Effects of The Covid-19 Pandemic on Explotative and Explorative Strategies of Pharmaceutical Industries in Brazil
( 21 ) IT Governance as Drivers of Dynamic Capabilities to Gain Corporate Performance Under the Effects of Environmental Dynamism
( 23 ) Effect of Media Transportation and Advertising Transportation on Customers Responsiveness
( 24 ) Intention to Use E-Recruitment System: Empirical Evidence from Jobseekers in the Advertising Industry in Malaysia
( 25 ) A Multidimensional Structure of Shopping Centre Visit Objectives - An European Consumers Perspective
( 26 ) Green Products Purchasing Among Malaysian Consumers
( 27 ) Awareness and Perception of Muslim Consumers on Halal Cosmetics and Personal Care Products
( 29 ) An Assessment of the Relationship between Budget Deficit Syndrome and Consumer Welfare in Nigeria (1985 – 2014)
( 30 ) The Effect of Exchange Rate Changes on Consumer Prices in Nigeria: Evidence from VECM Model
( 31 ) Consumers’ Behavioural Intention to Adopt Mobile Banking in Rural Sub-Saharan Africa Using an Extension of Technology Acceptance Model: Lessons from Zimbabwe
( 32 ) The Effect of Capital Structure Decisions on Profitability of Quoted Consumer Goods in Nigeria
( 33 ) The Impact of Data Frequency on the Level of Exchange Rate Pass-through to Consumer Prices in Nigeria
( 34 ) The Problem of Distribution of Food Products and their Influence on the Decision of Purchasing in the Consumer a Case Study of Milk Products in the South, Algeria
( 35 ) Emergent Behavior of “Rational” Agents in Some Forgotten N-Person Games
( 37 ) An Analysis of Purchase Behavior of Generation Y in Kenya
( 38 ) Implications of Accountants Unethical Behavior and Corporate Failures
( 39 ) Profitability Behavior of Plastic Industries in Indonesia
( 40 ) The Mediating Effect of Financial Self-Efficacy on the Financial Literacy-Behavior Relationship: A Case of Generation Y Professionals
( 41 ) Effect of Brand Enhancement on Buying Behavior towards the Sport Sponsorship Companies in Riyadh, KSA
( 42 ) Promoting Local Acceptability of International Oil Companies (IOCS) Through Corporate Social Responsibility (CSR): The Case of Tullow Oil in Ghana
( 45 ) Foreign Capital Inflows and Unemployment in Nigeria: A New Evidence from ARDL-Bounds Testing Approach
( 46 ) Disaggregated Foreign Capital Inflows and Economic Growth in a Developing Economy: Empirical Evidence from Nigeria
( 47 ) Incidence of Short Term Private Capital Outflow: Empirical Analysis in Nigeria
( 48 ) An Empirical Investigation of Real Exchange Rate Responses to Foreign Currency Inflows: Revisiting the Dutch Disease Phenomenon in South Asia
( 51 ) Kashmir Peasant Economy under Dogra’s: A Case Study of Agrarian Produce and Livestock 1885-1925 A.D
( 52 ) Promoting Entrepreneurship through Open and Distance Education in Zimbabwe. A Case Study of the Zimbabwe Open University Students at Masvingo Regional Campus
( 53 ) Taylor Rule in The Context of Inflation Targeting: The Case of Tunisia
( 54 ) Geographical Starting Points the Analysis of Current Rural Problems in Montenegro: Case Study of Rural Local Community Kralje
( 55 ) Reminiscing Stock Splits Announcement: A Malaysian Case
( 56 ) Testing the Random Walk: The Case of Hong Kong Stock Exchange
( 57 ) Foreign Direct Investment (FDI) and Employment: A Case of Province of Punjab, Pakistan
( 58 ) The Association Between Corporate Risk Disclosure and Firm Performance in Emerging Country – The Case of Egypt
( 59 ) Local Governance and Service Delivery in Zimbabwean Local Authorities: The Case of Harare and Masvingo Urban Municipalities
( 61 ) Challenges and Survival Strategies for Women in Small Scale Catering Business: A Case Study of Siyaso Magaba, Mbare
( 62 ) Attributes Influencing Strategic Alignment in the Service Sector: An Indonesian Banking Sector Case Study
( 63 ) Micro-Credits and Poverty Reduction in Dar-Es-Salaam, Tanzania: A Case Study of Dar-Es-Salaam Commercial Bank
( 64 ) An Empirical Test on Effect of Intra-Product Trade on Regional Income Distribution: The Case of Liaoning, China
( 66 ) An Assessment of the Impact of Information Communication Technology (ICT) On the Administration of Public Records: A Case Study of the Bolgatanga Municipal Assembly in the Upper East Region of Ghana-West Africa
( 67 ) Investigating the Demand of Small Hotel and Restaurant Businesses for Bank Financing: The Case of Turkey
( 68 ) A Review on EU Transportation Projects within the Case of Turkey for European Union Regional Development Policy
( 69 ) Confirming the Mediation Effect of A Structural Model By Using Bootstrap Approach: A Case Study of Malaysian 8th Grade Students’ Mathematics Achievement
( 70 ) Forecasting-Based Carry Trade Using Pegged Currency: A Case of Omani Rial
( 71 ) A Theoretical Analysis Upon the Environmental Health and Justice Issue: A Case Study for a Comparison Between G20s Unitary and Federal Members
( 72 ) A Factor Analysis Approach Towards a Study of the Factors Affecting Students’ Choice of Higher Education Institution: A Case Study of a Private Institution (Twintech International University College of Technology)
( 74 ) Rice Farmer and Capital Formation: A Case Study of Rice Farmer's Credit Cooperative in Itoikin, Ikosi-Ejirin LCDA, Lagos State
( 75 ) Investment Climate Rating Evaluation: The Case of Ukrainian Economy
( 76 ) Interfaces Between Road Infrastructure and Poverty in Africa: The Case of Malawi, 1994-2013
( 77 ) National Security and Democratization in Nigeria: The Case of Insurgence
( 78 ) Internationalization of State Multilatinas: A Multi-Case Study in The Oil Sector
( 79 ) A Case Study of Local Government Implementation of the Ward Based Local Economic Development (LED) Program
( 80 ) An Evaluation of Effectiveness of Oversight Committees: A Case of City of Johannesburg, Section 79 Committees
( 81 ) An Investigation into the Causes of Failures in Railway Infrastructure at Transnet Freight Rail - A Case of the Steel and Cement Business Unit
( 82 ) Does Agricultural Sector Contribute to the Economic Growth in Case of Republic of Benin?
( 83 ) Investigate Airport Service Quality- A Case Study of Airports in Shanghai
( 84 ) The Impact of Organisational Culture on Public Sector Performance: A Case Study of Local Authorities in Zimbabwe
( 85 ) An Empirical Assessment of the Impact of Access to Credit on Farm Output: A Case Study of Sefwi-Wiawso Municipality Ghana
( 86 ) Determinants of Banks Profitability & Liquidity and the Role of BASEL III in Islamic & Conventional Banking Sector of Pakistan: A Case Study of NBP
( 87 ) Investigating the Impact of Business Alignment on Job Gratification in an Organization: The Case of a University in Egypt
( 88 ) Migration as a Livelihood Strategy: The Case of Internal Migration in Ghana
( 89 ) The Effect of Selected Factors on Tax Revenue Mobilization in Ethiopia: The Case of Amhara Region
( 90 ) Deterrents to the Success of Micro and Small Enterprises in Ethiopia: The Case of Amhara Region MSEs
( 92 ) Rethinking Port Role as Transport Corridor under Symbiosis Theory-Case Study of China-Europe Trade Transportation
( 93 ) Re-Engineering Nigerian Economy through Human Capital Development: A Case of Manufacturing Firms In Southern Part of Nigeria
( 94 ) Analysis of Traffic Accident Occurrence at Hazardous Road Locations: A Case Study in Tunisia
( 95 ) Inflation, Oil Revenue, and Monetary Policy Mix in an Oil-Dependent Economy: Empirical Insights from the Case of Nigeria
( 96 ) Factors Influencing on Human Resources Development in SMEs Service Enterprises in Industry 4.0: The Case of Thai Nguyen Province, Vietnam