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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.62/2015.2.4/68.4.91.99

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Abstract:

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.

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Reference:

  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.

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