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

@article{Zinyemba2015EffectsOA,
  title={Effects of Advertising on Consumer Behavior in Low Density Houses: The Case of Marlborough, Zimbabwe},
  author={Alice Z. Zinyemba and Irvine Manase},
  journal={International journal of business and economics},
  year={2015},
  volume={2},
  pages={91-99}
}
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… 

Tables from this paper

A Regression Analysis of Generation Y Female Students ’ Perceptions on Social Risk , Buying Behaviour and Apparel Store Choice
In the present post-modern era, Generation Y female students are faced with a discerning process of selecting the optimum apparel retail store to be loyal to and from which to buy clothing products.
Impact of Elements of Advertisement on the Consumer Buying Behaviour in Urban Areas: The Lessons from Coca-Cola Consumers in Dar-Es-Salaam Tanzania
Advertising a product through billboards, media communication and POS materials is expected to influence positively the Consumer buying behavior. The purpose of this paper is to examine the

References

SHOWING 1-3 OF 3 REFERENCES
BRAND PERSONIFICATION OF MOBILINK, U-PHONE, TELENOR, AND WARID
The purpose of this study was review the concept of brand personification and its importance in marketing; review previously developed brand personality scales; develop brand personality scale that
Conceptualizing and measuring brand salience
Historically, brand salience has been considered synonymous with the brand being ‘top of mind’ (mentioned first) when the product category is used to cue retrieval from memory. In this article we
Advertising & promotion. 1st Edn
  • 1995