Assessing the Contribution of Advertising on Sales Volume of Product in Tanzania: A case of Multichoice company (DStv), Mbeya

Abstract

The purpose of this study was to assess the contribution of advertisement on the Sales Volume of Products in Tanzania, Specifically; the study assessed the role of advertising strategy in shaping the public perception towards DStv products and the sales volume. The study employed a case study research design, with a 45 sample size, and used both qualitative and quantitative approaches to efficiently collect analyse, and present data. The methods of data collection involved both primary and secondary sources. Primary data were collected by using questionnaires and interviews, whereas documentary review was used in the secondary method. MS Excel and simple calculations by calculator were used to analyse the data where simple frequencies and percentages were created. The findings revealed that 42% of respondents said that DStv uses radio in advertising its products, 31% by using workshops and promotion, 18 use TV, and 9% company applied social media like Instagram, Facebook, Twitter, Linkedin, and TikTok. Also, the study found that 69% of respondents agreed that they are aware of the DStv products since they hear advertisements on radio and television. Furthermore, 55% said advertising plays a major role in shaping public perception towards the company’s products and services and affects sales volume at DStv Company. The researcher therefore recommended that the administration of DStv Company pay attention to advertising strategies for the sake of embracing market share, goodwill, profitability as well as sales of the company.