• editor.aipublications@gmail.com
  • Track Your Paper
  • Contact Us
  • ISSN: 2456-7817

International Journal Of Engineering, Business And Management(IJEBM)

Influence of Promotion on Consumers’ Choice of a Supplier of Solar Energy in Mwanza Rural Area in Tanzania

Mathias Athanas , Gerry Batonda

International Journal of Engineering, Business And Management(IJEBM), Vol-6,Issue-1, January - February 2022, Pages 77-87 , 10.22161/ijebm.6.1.9

Download | Downloads : 6 | Total View : 418

Article Info: Received: 12 Dec 2021; Received in revised form: 08 Feb 2022; Accepted: 16 Feb 2022; Available online: 25 Feb 2022


Promotion and consumer choice have become one of the major concerns among suppliers and consumers in many socio-economic sectors in developing and developed countries. How promotion influence consumers toward selecting a supplier or a product in a certain industry has not been broadly studied and is still imprecise. This study intended to investigate the influence of promotion on consumers’ choice of a supplier of solar energy in Mwanza rural area in Tanzania. For the purpose of this study, promotion refers to any kind of marketing communication tool or activity that suppliers of solar energy use as a strategy to communicate with consumers so as to influence their brand choice, create their brand loyalty as well as generating sales. In this study, a quantitative approach was adopted as well as the descriptive research design which is suitable and usually used when collecting information about the behaviour, habit, attitude, psychological and social matters of the people and that it reports how things are at present. The study used consumer theory which states the stages namely pre-purchase, service encounter and post-purchase stages that a rational consumer goes through in purchasing a service. Data was collected using questionnaires from 310 respondents who are the consumers of solar energy supplied by JUMEME Solar Company within Ukerewe District. Both stratified and simple random sampling techniques were used to select a sample size of participants from the target population. Descriptive statistical methods, correlation and regression analyses were used to analyze the data. The findings of the study revealed that promotion has a significant and positive influence on consumers’ choice of a supplier of solar energy in Mwanza rural area. The study concludes with recommendations that the solar energy suppliers should make more investment on advertising through traditional media such as radio and television as many customers have access and usually use those platforms to obtain information and news and also that suppliers should consider public relations and the word of mouth as tools of promotion that create great impact in changing the perception of the customers and consumers of solar energy in rural setting.

Influence, Promotion, Consumers’ Choice, Supplier, Solar Energy.

[1] Agarwal, J. and Malhotra, N. . (2005). An Integrated Model of Attitude and Affect: Theoretical Foundation and an Empirical Investigation. Business Research.
[2] Alshurideh, M. T. (2016). Exploring the Main Factors Affecting Consumer Choice of Mobile Phone Service Provider Contracts.
[3] Assefa, M. (2009). The influence of pricing strategies on consumer purchase decision particularly a case study Ambassador garment PLC in Addis Ababa, Masters’ Dissertation, Addis Ababa University, Ethiopia.
[4] Bejimla, A. (2019). College of Business and Economics MBA Program. June.
[5] Bryman, A. (2001). Social Research Methods. Oxford University Press.
[6] Bryman, A. (2008). Social Research Methods (3rd ed.). Oxford University Press.
[7] Business School. (1996). Differentiating and Positioning the Market Offering.
[8] Camilleri, M. A. (2017). Market Segmentation, Targeting and Positioning.
[9] Chang, A. Y. P. (2017). A study on the effects of Sales Promotion on consumer involvement and purchase intention in Tourism industry. Eurasia Journal of Mathematics, Science and Technology Education, 13(12), 8323–8330. https://doi.org/10.12973/ejmste/77903
[10] Cooper, Schindler, N. (2014). Business research methods. McGraw-Hill Companies.
[11] Creswell, J. W. (2014a). Research Design: Qualitative, Quantitative and Mixed Methods Approach (4th ed.). Thousand Oaks, CA: Sage.
[12] Creswell, J. W. (2014b). Research Design: Qualitative, Quantitative and Mixed Methods Approaches (4th ed.).
[13] Donald R. Cooper, P. S. S. (2006). Business Research Methods. McGraw-Hill Irwin.
[14] Dudu, O., & Agwu, M. (2014). A Review of The Effect of Pricing Strategies on The Purchase of Consumer Goods. International Journal of Research in Management, Science & Technology, 2(2), 88–102.
[16] Hung, D. H., Thi, N., & Nguyen, H. (2020). Factors Affecting the Choice of Supermarket for Shopping by Consumers in Hanoi Capital in Vietnam. European Journal of Business and Management, June 2021. https://doi.org/10.7176/ejbm/12-3-06
[17] Industry, E. P. (2011). Solar PV competing in the energy sector. September.
[18] Kamra, V., Singh, H., & Kumar De, K. (2016). Factors affecting patient satisfaction: an exploratory study for quality management in the health-care sector. Total Quality Management and Business Excellence, 27(9–10), 1013–1027. https://doi.org/10.1080/14783363.2015.1057488
[19] Kattel, M., & Shah, A. K. (2020). Bank Attribute Factors in Determining Customers’ Choice of Commercial Banks. Journal of Business and Social Sciences Research, 5(1), 51–62. https://doi.org/10.3126/jbssr.v5i1.30199
[20] Keller, K. L. (2007). Marketing Management - 12. vydání. January 2006, 1–5.
[21] Kihlström, V., & Elbe, J. (2021). Constructing markets for solar energy—a review of literature about market barriers and government responses. Sustainability (Switzerland), 13(6). https://doi.org/10.3390/su13063273
[22] Kotler, P. and Armstrong, G. (2004). Principles of Marketing (10th ed.). Prentice Hall.
[23] Kotler, Philip, Kevin Keller, Abraham Koshy, M. J. (2013). Marketing Management: (14th ed.).
[24] Lukic, M. (2021). The urgency of understanding consumer behavior and psychology in marketing.
[25] Luo, H., Cheng, S., Zhou, W., Song, W., Yu, S., & Lin, X. (2021). Research on the impact of online promotions on consumers’ impulsive online shopping intentions. Journal of Theoretical and Applied Electronic Commerce Research, 16(6), 2386–2404. https://doi.org/10.3390/jtaer16060131
[26] Mark Easterby Smith, Richard Thorpe, Paul Jackson, A. lowe. (2008). Management Research: Business and Economics (3rd ed.).
[27] Mark, O., & Ochieng, C. (2014). the Influence of Sales Promotion Strategies on Consumer. 8(4), 668–674.
[28] Mokveld, K., & von Eije, S. (2018). Final Energy report Tanzania. 38. https://www.rvo.nl/sites/default/files/2019/01/Final-Energy-report-Tanzania.pdf
[29] Mugenda, O. M., & Mugenda, A. G. (2003). Research Methods, qualitative and Quantitative techniques.
[30] Njeru, I. M. (2017). Influence of pricing strategies on consumer purchase decision : a case of supermarkets in Nairobi County.
[31] Novak, D. (2011). Promotion As Instrument of Marketing Mix. Engineering Management And Competitiveness, 2011, 510. http://www.tfzr.uns.ac.rs/emc/emc2011/Files/G 06.pdf
[32] Payson, S. P. and Karunanithy, M. (2016). Impact of marketing mix on buying behaviour a case study of motorbike buyers in Jaffna district EPRA. International Journal of Economic and Business Review, 4.
[33] Philip, Kotler & Gary, M. A. (2010). Principles of Marketing (13th ed.). Prentice Hall.
[34] Philip Kotler, K. L. K. (2012). Marketing management (14th ed.).
[35] Pillai, U., & McLaughlin, J. (2013). A Model of Competition in the Solar Panel Industry. SSRN Electronic Journal, May 2013. https://doi.org/10.2139/ssrn.2259164
[36] Potter, W. (2014). Marketing Strategies. Arguing for a General Framework for Mass Media Scholarship, May, 72–81. https://doi.org/10.4135/9781483329864.n5
[37] Radu, V. (2019). Consumer behavior in marketing – patterns, types, segmentation.
[38] Razak, I., Nirwanto, N., & Triatmanto, B. (2016). The impact of product quality and price on customer. Journal of Marketing and Consumer Research, 30(2012), 59–68.
[39] Riaz, H. A. (2015). Impact of Brand Image on Consumer Buying Behavior in Clothing Sector : A Comparative Study between Males And Females of Central Punjab ( Lahore ) and Southern Punjab ( Multan ). 4(9), 24–35.
[40] Schiffman, L. G. (2019). Consumer Behavior (12th ed.).
[41] Shamout, M. D. (2016). The Impact of Promotional Tools on Consumer Buying Behavior in Retail Market. International Journal of Business and Social Science, 7.
[42] Singh, . M.R.P. (2002). Basic principles of marketing and management.
[43] Solomon, M. R. (2013). Consumer Behavior:Buying, having and being (10th ed.). Pearson Education.
[44] TANG, T., & HAO, L. (2017). Research on the Influence of Price Promotion on Consumer Purchase Decision under Network Environment. 168, 220–224. https://doi.org/10.2991/icetem-17.2017.49
[45] Tsiotsou, R. H., & Wirtz, J. (2015). The three-­ stage model of service consumption 1. 105–128.
[46] Whaley, K. (2015). Why Promotions are so Important and Why You Should Run Them Often.