The Effect of Seasonal Campaign Promotion on Customer Satisfaction with Pepsi Products in Mbeya Region, Tanzania

Author

Praise Petro Malila

Abstract

 This study examined the effect of seasonal campaign promotion on customer satisfaction with Pepsi products in Mbeya Region, Tanzania, addressing a gap in empirical evidence on whether time-bound promotional activities meaningfully influence satisfaction in regional Tanzanian markets. Using a mixed-methods approach with a descriptive cross-sectional design, data were collected from 357 Pepsi consumers through questionnaires and 10 key informants through interviews. Quantitative data were analyzed using descriptive statistics, while qualitative data were analyzed thematically. Findings revealed that seasonal campaigns positively influenced satisfaction through multiple mechanisms: 40.6% found campaigns made Pepsi products more appealing, 37.5% indicated promotions influenced purchase decisions, 34.2% felt valued during seasonal promotions and 36.4% were encouraged to continue buying Pepsi. However, only 29.9% agreed that seasonal campaigns improved their overall satisfaction, with 16.8% remaining neutral, indicating that effectiveness depends on perceived value rather than campaign existence. Qualitative findings confirmed that special offers, competitions, gifts and festive activities created additional value when promotions provided genuine benefits. The study concludes that seasonal campaign promotion is effective but contingent upon delivering attractive, relevant benefits that meet customer expectations. Recommendations include developing culturally relevant campaigns targeting local festivals, integrating social media engagement, conducting post-campaign evaluations and aligning promotions with product quality and availability improvements. Future research should examine long-term effects on loyalty, conduct comparative studies across segments and brands and investigate digital marketing's role in campaign effectiveness.

Keywords

Seasonal Campaign Promotion, Customer Satisfaction, Sales Promotion, Pepsi Products, Consumer Behaviour, Mbeya Region; Tanzania.

Full Text:

Download Paper PDF

References

Grewal, D., & Levy, M. (2024). Marketing: 2024 release ISE. McGraw Hill.

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson Education.

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.11 77/002224378001700405 

Ramanathan, U., & Muyldermans, L. (2010). Identifying demand factors for promotional planning and forecasting: A case of a soft drink company in the UK. International Journal of Production Economics, 128(2), 538–545. https://doi.org/10. 1016/j. ijpe. 2010.07.007

Wahab, H. K. A. (2017). Effect of promotional strategies on customer loyalty and repeat purchase on the soft drink bottling industry in Ghana with special emphasis on Coca Cola’s (Coke). Journal of Marketing and Consumer Research, 36.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/1 0.1177/002224298805200302

Share your valuable work from Social Media Buttons