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.
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