Effect of Advertisement on Consumers’ Buying Behaviour of Real Estates in Tanzania: Insight from the National Housing Corporation
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Date
2021-06-28
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tanzanian Economic Review, Vol. 11 No. 1, June, 2021: 137–155
Abstract
The article examines the influence of advertisement elements—namely television,
radio, print media and online advertisements—on consumers’ buying behaviour of
real estate products in Tanzania, using evidence of the National Housing Corporation
(NHC). Informed by the positivist and deductive paradigms, as well as theoretical lens
of the AIDA model, the study used structured questionnaires to gather quantitative
data from 103 conveniently sampled NHC customers based in the Tanzania’s
sprawling city of Dar es Salaam. These were complemented by in-depth information
from 3 key informants. Data were subjected to multiple regression analysis. The
findings indicate that of all the four constructs, only two—television, and radio—
advertisements were the major shakers as they emerged as significant predictors with
53% and 27% contribution to changing the consumers’ buying behaviour, respectively.
Print and online media, on the other hand, insignificantly contributed 13% and 7% to
influencing consumers’ buying behaviour respectively. These findings have
implications for policy makers and real estate companies seeking to make the most
from advertising of real estate products through the media.
Description
Keywords
advertisement, consumers’ buying behaviour and AIDA
Citation
Omari K. Mbura* & Sumaya M. Kagoya (2021) Effect of Advertisement on Consumers’ Buying Behaviour of Real Estates in Tanzania: Insight from the National Housing Corporation.Tanzanian Economic Review, Vol. 11 No. 1, June, 2021: 137–155