INFLUENCE OF ADVERTISEMENT ON FAST-FOODCONSUMPTION:

Abstract

Advertising has become an essential tool to promote sales, create awareness on new products, create a good public image, for large scale of production and educate people. The purpose of this study was to examine the influence of advertisements on the consumption of fast-food in Arusha city. Fast-food has become one of the fastest-growing industries in the world as well in Tanzania over the years. Other aims included assessing the influence of social media advertising on fast-food consumption, determining the effect of print advertising on fast-food sales volume and lastly evaluating the contribution of outdoor advertising on fast-food consumption. There have been several studies conducted to explain the relationship between advertisement and consumption, but it was not easy to find empirical literature relating to the study on the chosen area of study. This research provides knowledge on the importance of advertising and using appropriate advertising tools in increasing sales volume and will add literature to the existing body of knowledge. A mixed research approach was used to explore and obtain full knowledge of the study topic. The population of this study consisted of fast-food operators and consumers while involving a sample of 92fast-food restaurants in Arusha city selected randomly and customers frequenting the fast-food restaurants. Data we recollected from respondents using interviews and questionnaires. Data analysis was performed through descriptive analysis and content analysis methods. The findings revealed that advertising influences fast-food consumption and social media advertising is the most effective advertising tool that yields much more results. The study concluded that advertising is very important for any business survival and growth, and the use of more than one tool can maximize expected results.