The role that advertising plays in increasing sales of a product

Abstract

Abstract provided by author:

This study was carried out in Windhoek not only due to limitations in transport but simply because the largest number of DSTV subscribers reside in this area

The method used when carrying out the study was quantitative. I conducted interviews with respondents using questionnaires

Among the research objectives, was the need to find out whether advertising persuades people to buy a product and if so does it increase sales. Some of the objectives included, questions to find out from respondents whether children can be used as tools that increase sales, whether a person's income level, habitat and educational level plays a role in their decision to buy DSTV. The objectives also questioned the medium that respondents felt was most effective in conveying the message of advertising to its audiences

According to the results a significant number of DSTV subscribers felt that advertisements persuaded them to buy DSTV, since most of them came into contact with DSTV advertisements prior to buying their own systems. There were a few who said that their children, friends and workmates influenced their decision to buy a Satellite TV

A large number of the respondents agreed with the statement that children have been found to be a very strong force, in persuading parents to buy a product and a significant number of respondents who indicated that they had children said that their decision to buy DSTV was influenced by their children

People's income level, Education level and where they live in Windhoek also played a role in the respondent's decision to buy DSTV. The majority of the respondents who owned DSTV lived in areas such as Eros, Hochlandpark, Ludwigsdorf and Suiderhof, and most of them earned more than N$3500. 00 per month. None of the respondents had an education lower than secondary school. Most of them either had attained Secondary school or Tertiary education

Lastly, the survey showed that the majority of the respondents indicated that the most effective advertisements are the ones communicated through television and secondly the ones in newspapers