Abstract:
The study on which this dissertation is based on contribution of advertising on sales volume
with case study of Serengeti Breweries limited, Moshi. The specific objectives were to
examine the media of advertising used by SBL, to examine the contribution of informative
advertising and reminder advertising on sales volume in SBL, and to determine on how
persuasive advertising influences sales volume in SBL. A Cross sectional research design
was used and a study a representative sample of 46 respondents was obtained from the
population of 85. The methods of data collection involved both primary and secondary
sources. Primary data were collected by using a questionnaire, an interview guide, and an
observation checklist while secondary data were collected through reports review. The data
significance was also clarified through regression, simple descriptive and MS Excel
calculations were used to analyze the data where by simple frequencies and percentages
were created and presented in tables and figures. The findings revealed that advertising
contributes much to sales volume where by 88 percent of the respondents said informative
advertising affects sales of SBL, 80 percent said remaindering advertising affects sales
volume and 64 percent replied that persuasive advertising affects sales volume. The study
concluded that the informative, reminder and persuasive advertisement have positive effects
on sales volume of the breweries companies. The researcher therefore calls for the
administration of SBL to pay more attention to advertising strategies for the sake of
embracing market share, goodwill, profitability as well as sales of the company.
