An analysis on the effect of transit advertising on consumer purchase decision: case of Chicken Inn Mvuma
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This document presents the study on the analysis of effects of transit advertising on customer purchase decision at Mvuma Chicken Inn. The increase in competition within the fast food retail industry necessitated this research so as to identify most suitable ways to attract customers on the move. The objectives of the study were to establish the influence of transit advertising on customer purchase decision, to find out the form of transit advertising that has greatest influence in customer purchase decision and to identify factors that maximise the communicative power of transit advertising. Causal research design was implemented and simple random sampling was used on a sample size of 81 customers who came at Mvuma Chicken Inn driving their cars, buses or kombis. The instrument for data collection was through personally administered closed ended questionnaires. Furthermore, SPSS software was used for regression analysis to analyse the relationship between dependent (customer purchase decision) and independent (transit advertising) variable. The study showed that transit advertising has a significant effect on customer purchase decision and billboard advertising was the most form of transit advertising that has greatest effect on customer purchase decision. All hypotheses tested had a positive regression coefficient ranging above 0.5 hence had moderate to strong relationship with customer purchase decision. Factors that maximize communicative power in order of importance were location, picture, size of advertisement, colour, graphics, relationship between the text message and picture and wording or message style. Hence it is recommended that Chicken Inn managers should engage more into enhancing their transit advertising strategies as they influence customer purchase decision.
- Department of Marketing