Elizabeth Motika Daniel , Dr. N. Viswanadham
International Journal of Engineering, Business And Management(IJEBM), Vol-6,Issue-2, March - April 2022, Pages 144-154 , 10.22161/ijebm.6.2.12
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Article Info: Received: 01 Apr 2022; Received in revised form: 13 Apr 2022; Accepted: 21 Apr 2022; Available online: 27 Apr 2022
The principle of the study was to review on the impact of soft drinks advertisement on consumers buying behavior, a case study of SBC Tanzania Limited. Specifically, the researcher intended to `evaluate the effects of digital advertisements on consumers' buying behavior of Pepsi product, to assess the effects of print advertisements on consumers' buying behavior of Pepsi product and to assess the effects of outdoor advertisements on consumers' buying behavior of Pepsi product. This study used both descriptive and inferential statistics research approach because it can cover more than one method of data collection including questionnaires to get information from the customers of SBC Tanzania Limited .The researcher collected data from a total number of 159 respondent’s Primary data were collected using questionnaires method of data collection. Data were analyzed using SPSS. The researcher revealed that the organization applies digital advertisements in attracting consumers of Pepsi product. The most used kind of digital advertisements applied by the organization in attracting consumers of Pepsi product includes display advertising. The study also revealed that digital marketing contributes in a large extent on influencing the buying behavior of the customers. The study recommended that; cross-promotion is crucial and can help to extend the personalized, targeted experience that the advertising has already provided. Display adverts should be supported with a structured follow-up such as email and backed up within other channels, not only does this offer consistency to the customer and a nudge down the sales funnel, it can offer retailers with extremely useful insights. If SBC Tanzania Limited already have a control of the Pepsi product data, SBC Tanzania Limited can use this content outside of digital advertising.