Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province

Carlos Guirruta

doi:doi:10.11648/j.jbed.20200504.16

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Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province

Carlos Guirruta

Published in Journal of Business and Economic Development (Volume 5, Issue 4)

Received: 28 August 2020 Accepted: 12 November 2020 Published: 23 November 2020

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Abstract

This research aims to examine the effects of advertising on soft drinks consumer’s behaviour in Maputo province, Mozambique. Study objectives targeted the impact of soft drinks advertisement on consumers’ behaviour, to identify types of soft drink advertisements are frequently used in the Mozambican market and to determine the impact these ads have on consumer’s decision. For this purpose 254 consumers of various age were surveyed to identify types of advertisement that soft drinks consumers often have access to, the correlation between the consumption of soft drinks and advertisement and the effect of their drinking on consumers' lives. Different groups of soft drinks consumers were surveyed to identify the types of advertising they frequently have access to. This research employs qualitative and quantitative analysis and data were collected based on questionnaires on the effect of advertising on consumption of soft drinks in Maputo province. Results were presented in frequency averages, and percentages considering the significance level of 0.05. Therefore it was concluded that advertising has a direct influence on soft drinks consumer’s behaviour and it’s determining their grit to purchase the products advertised through advertising campaigns.

Published in	Journal of Business and Economic Development (Volume 5, Issue 4)
DOI	10.11648/j.jbed.20200504.16
Page(s)	239-243
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2020. Published by Science Publishing Group

Keywords

Advertisement, Behaviour, Soft Drinks

References

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[3]	Faunico, M., (1975), Psicodinâmica das Cores em Publicidade. São Paulo: Edigard Blincher; Ed. Universidade de São Paulo.
[4]	Forcum, L., (2015), Why Good Consumers Love Bad Brands: Assertive Language Makes Consumers Care for Brand.
[5]	Hill, M., M., & Hill, A., (2012) Investigação por Questionário. 2ªEdição. Ediçoes Sílabo Lda.
[6]	INE (2018), Instituto Nacional de Estatísticas, Inquérito Anual às Empresas.
[7]	Leão, P., (2011) Economia de Mercados e das Empresas. Lisboa. Gráfica Manuel Barbosa & Filhos.
[8]	Mankiw, N., G., (2008) Introdução à Economia. 8ª Edição, Editora Livros Técnicos e Científicos, Rio de Janeiro.
[9]	Martins, G., A., & Domingues, O., (2011), Estatística Geral e Aplicada. São Paulo. 4ª Edição. Editora Atlas.
[10]	Nabais, C., & Fonseca, R., (2012), Macroeconomia: Lições e Exercícios. Lisboa.
[11]	Oliveira, T., M., & Carrera, F., A., (2014) A Máquina da Felicidade: A publicidade Pervasiva da Coca-Cola.
[12]	Santos, C., (2012), A Influência Publicitária no Consumo de Marcas de Vestuário e do Calҫado no Contexto Juvenil.
[13]	Vieira, C., A., L., (2002) Estratégias de Promoção para o Fortalecimento da marca em Peças Brasileiras de Produtos de Beleza.
[14]	World Watch Institute (2014), Transforming Cultures: From Consumer risen to Sustainability.

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APA Style

Carlos Guirruta. (2020). Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province. Journal of Business and Economic Development, 5(4), 239-243. https://doi.org/10.11648/j.jbed.20200504.16

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ACS Style

Carlos Guirruta. Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province. J. Bus. Econ. Dev. 2020, 5(4), 239-243. doi: 10.11648/j.jbed.20200504.16

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AMA Style

Carlos Guirruta. Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province. J Bus Econ Dev. 2020;5(4):239-243. doi: 10.11648/j.jbed.20200504.16

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@article{10.11648/j.jbed.20200504.16,
  author = {Carlos Guirruta},
  title = {Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province},
  journal = {Journal of Business and Economic Development},
  volume = {5},
  number = {4},
  pages = {239-243},
  doi = {10.11648/j.jbed.20200504.16},
  url = {https://doi.org/10.11648/j.jbed.20200504.16},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jbed.20200504.16},
  abstract = {This research aims to examine the effects of advertising on soft drinks consumer’s behaviour in Maputo province, Mozambique. Study objectives targeted the impact of soft drinks advertisement on consumers’ behaviour, to identify types of soft drink advertisements are frequently used in the Mozambican market and to determine the impact these ads have on consumer’s decision. For this purpose 254 consumers of various age were surveyed to identify types of advertisement that soft drinks consumers often have access to, the correlation between the consumption of soft drinks and advertisement and the effect of their drinking on consumers' lives. Different groups of soft drinks consumers were surveyed to identify the types of advertising they frequently have access to. This research employs qualitative and quantitative analysis and data were collected based on questionnaires on the effect of advertising on consumption of soft drinks in Maputo province. Results were presented in frequency averages, and percentages considering the significance level of 0.05. Therefore it was concluded that advertising has a direct influence on soft drinks consumer’s behaviour and it’s determining their grit to purchase the products advertised through advertising campaigns.},
 year = {2020}
}

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TY  - JOUR
T1  - Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province
AU  - Carlos Guirruta
Y1  - 2020/11/23
PY  - 2020
N1  - https://doi.org/10.11648/j.jbed.20200504.16
DO  - 10.11648/j.jbed.20200504.16
T2  - Journal of Business and Economic Development
JF  - Journal of Business and Economic Development
JO  - Journal of Business and Economic Development
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EP  - 243
PB  - Science Publishing Group
SN  - 2637-3874
UR  - https://doi.org/10.11648/j.jbed.20200504.16
AB  - This research aims to examine the effects of advertising on soft drinks consumer’s behaviour in Maputo province, Mozambique. Study objectives targeted the impact of soft drinks advertisement on consumers’ behaviour, to identify types of soft drink advertisements are frequently used in the Mozambican market and to determine the impact these ads have on consumer’s decision. For this purpose 254 consumers of various age were surveyed to identify types of advertisement that soft drinks consumers often have access to, the correlation between the consumption of soft drinks and advertisement and the effect of their drinking on consumers' lives. Different groups of soft drinks consumers were surveyed to identify the types of advertising they frequently have access to. This research employs qualitative and quantitative analysis and data were collected based on questionnaires on the effect of advertising on consumption of soft drinks in Maputo province. Results were presented in frequency averages, and percentages considering the significance level of 0.05. Therefore it was concluded that advertising has a direct influence on soft drinks consumer’s behaviour and it’s determining their grit to purchase the products advertised through advertising campaigns.
VL  - 5
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ER  -

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Author Information

Carlos Guirruta

Faculty of Economics and Business Science, Wutivi University, Maputo, Mozambique

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Plain Text BibTeX RIS

APA Style

Carlos Guirruta. (2020). Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province. Journal of Business and Economic Development, 5(4), 239-243. https://doi.org/10.11648/j.jbed.20200504.16

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ACS Style

Carlos Guirruta. Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province. J. Bus. Econ. Dev. 2020, 5(4), 239-243. doi: 10.11648/j.jbed.20200504.16

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AMA Style

Carlos Guirruta. Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province. J Bus Econ Dev. 2020;5(4):239-243. doi: 10.11648/j.jbed.20200504.16

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@article{10.11648/j.jbed.20200504.16,
  author = {Carlos Guirruta},
  title = {Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province},
  journal = {Journal of Business and Economic Development},
  volume = {5},
  number = {4},
  pages = {239-243},
  doi = {10.11648/j.jbed.20200504.16},
  url = {https://doi.org/10.11648/j.jbed.20200504.16},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jbed.20200504.16},
  abstract = {This research aims to examine the effects of advertising on soft drinks consumer’s behaviour in Maputo province, Mozambique. Study objectives targeted the impact of soft drinks advertisement on consumers’ behaviour, to identify types of soft drink advertisements are frequently used in the Mozambican market and to determine the impact these ads have on consumer’s decision. For this purpose 254 consumers of various age were surveyed to identify types of advertisement that soft drinks consumers often have access to, the correlation between the consumption of soft drinks and advertisement and the effect of their drinking on consumers' lives. Different groups of soft drinks consumers were surveyed to identify the types of advertising they frequently have access to. This research employs qualitative and quantitative analysis and data were collected based on questionnaires on the effect of advertising on consumption of soft drinks in Maputo province. Results were presented in frequency averages, and percentages considering the significance level of 0.05. Therefore it was concluded that advertising has a direct influence on soft drinks consumer’s behaviour and it’s determining their grit to purchase the products advertised through advertising campaigns.},
 year = {2020}
}

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TY  - JOUR
T1  - Effects of Advertisement on Soft Drinks Consumer’s Behaviour in Maputo Province
AU  - Carlos Guirruta
Y1  - 2020/11/23
PY  - 2020
N1  - https://doi.org/10.11648/j.jbed.20200504.16
DO  - 10.11648/j.jbed.20200504.16
T2  - Journal of Business and Economic Development
JF  - Journal of Business and Economic Development
JO  - Journal of Business and Economic Development
SP  - 239
EP  - 243
PB  - Science Publishing Group
SN  - 2637-3874
UR  - https://doi.org/10.11648/j.jbed.20200504.16
AB  - This research aims to examine the effects of advertising on soft drinks consumer’s behaviour in Maputo province, Mozambique. Study objectives targeted the impact of soft drinks advertisement on consumers’ behaviour, to identify types of soft drink advertisements are frequently used in the Mozambican market and to determine the impact these ads have on consumer’s decision. For this purpose 254 consumers of various age were surveyed to identify types of advertisement that soft drinks consumers often have access to, the correlation between the consumption of soft drinks and advertisement and the effect of their drinking on consumers' lives. Different groups of soft drinks consumers were surveyed to identify the types of advertising they frequently have access to. This research employs qualitative and quantitative analysis and data were collected based on questionnaires on the effect of advertising on consumption of soft drinks in Maputo province. Results were presented in frequency averages, and percentages considering the significance level of 0.05. Therefore it was concluded that advertising has a direct influence on soft drinks consumer’s behaviour and it’s determining their grit to purchase the products advertised through advertising campaigns.
VL  - 5
IS  - 4
ER  -

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