MSUIR Collection:
https://cris.library.msu.ac.zw//handle/11408/215
2024-03-29T14:42:36ZThe impact of public relations strategies on taxpayer compliance levels in tax authorities.
https://cris.library.msu.ac.zw//handle/11408/3977
Title: The impact of public relations strategies on taxpayer compliance levels in tax authorities.
Authors: Chingozho, Takawira T
Abstract: This study examined the impact of Public Relations strategies employed by tax administrations on the level of tax compliance in SME‘s in Zimbabwe. The study sought to determine the extent to which the PR activities implemented in ZIMRA as the tax administration in Zimbabwe are assisting in improving the levels of tax compliance, the main areas of the study were establishing tax compliance levels, establishing how increasing media presence could also affect tax compliance and how tax education impacted on tax compliance levels. Theoretical and empirical literature were reviewed in line with these study objectives. Overall, the study was guided by the Press agentry model, public information model, two way asymmetrical model and two way symmetrical model as proposed by Grunig and Hunt. The study adopted a positivism philosophy to facilitate the use of quantitative techniques. The study adopted the deductive approach to understand the impact of Public Relations on the level of tax compliance in SME‘s in Zimbabwe. The target population and sample size were 650 and 242. Structured questionnaires designed using a 5-point Likert scale were self-administered to a number of SME‘s in Harare who were selected using simple random sampling and four Tax consultants were interviewed. Quantitative data was analyzed using SPSS. The study found out that most of that most of the SME‘s in Zimbabwe are not yet registered with ZIMRA and the reason being that the lack adequate knowledge on how they to go about the registration process. The study also found out that most of the corporate image of ZIMRA is not good and this is the major contributor to the low levels of tax compliance in the country. On tax education the programs were found out not to be effective as most of the respondents lacked adequate knowledge on the need to be tax compliant citizens and also on what the government uses the money they collect through taxation. The study also established that the press still plays a major role in the disbursement of vital information to the public, however it was realized that ZIMRA is not effectively using the media to transmit important information like policy changes as well as newly introduced products and services to the public. It was also realized that social media is increasingly playing a major role in information dissemination as a lot of people are now increasingly using the internet and the tax administration needed to increase their presence on these various social media platforms so as to increase their reach to the public. The study concluded that public relations is key in improving tax compliance and as such tax administrations need to increase their public relations
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efforts. The research recommended that it was very important for tax administrations to improve their image to ensure acceptance in the public eye, there is also a need for tax administrations to increase their presence on various media platforms like the newspapers and electronic media platforms so as to increase accessibility of information by the public. Tax education was also suggested as a very important factor in improving tax compliance as most of the people lack adequate knowledge on the importance of being tax compliant citizens. The research then recommended the tax administration to engage with relevant authorities to ensure that tax education be incorporated into the curriculum both at basic and tertiary education so as to create a highly conscious society on taxation issues. It was also recommended that effective communication is also an important factor in improving tax compliance and the tax administration needed to create two way communication channels that would enable their public to reach out to them without a lot of challenges. The use of social media platforms was suggested as one of the best ways to expedite communication as they provide a chance for real time communication with the public but it would need ZIMRA to have experts manning the social media sites at all times to facilitate communication.2018-05-01T00:00:00ZChingozho, Takawira TThe effect of social media on customer purchase decisions in the beverages industry in Zimbabwe.
https://cris.library.msu.ac.zw//handle/11408/3975
Title: The effect of social media on customer purchase decisions in the beverages industry in Zimbabwe.
Authors: Mbetu, Judith
Abstract: The researcher was motivated into conducting this research study by the need to know and understand the effects of social media on customer purchase decisions. The objectives of the study were to establish the influence of digital consumer interaction on need recognition, to investigate the effect of electronic word of mouth on information search, to investigate the effect of product attributes on evaluation of alternatives and to assess the extent to which brand online
communities can enhance purchase decisions and post purchase behaviour. The researcher adopted a quantitative methodology and used a case study design. The researcher constructed questionnaires and administered them to a sample of 380 respondents. The collected data was analysed through SPSS version 16. The findings of the data were presented in tables. The researcher tested the reliability of the data using Cronbach‟s Alpha. The researcher used descriptive statistics to describe social media and customer purchase decisions. Multiple regression analysis was performed to determine the impact of social media on customer purchase decisions. The probability values were also used to test the hypotheses. The researcher found out that there is a positive impact of digital consumer interaction on need recognition, there is a positive relationship between electronic word of mouth on information search, there is a positive impact of product attributes on evaluation of alternatives and also that there is a positive
relationship between brand online communities and customer purchase decisions. The researcher concluded that social media has a positive and significant effect on customer purchase decisions. The researcher recommended that beverage companies should use social media since it has a positive and significant influence on customer purchase decisions. The sample size used by the
researcher was relatively small and the researcher could not generalise the findings to the whole beverage industry. The researcher proposed that future studies should replicate the same and employ large sample size to enhance generalisation of findings.2018-04-01T00:00:00ZMbetu, JudithFootball as a space for marketing and relationship marketing in Zimbabwe : case of selected companies
https://cris.library.msu.ac.zw//handle/11408/3872
Title: Football as a space for marketing and relationship marketing in Zimbabwe : case of selected companies
Authors: Chingwere, Mukudzei
Abstract: The study heightens on the issues of football as a space for marketing and relationship marketing in Zimbabwe. The aim of this contribution is to ascertain on the rationale of companies investing money in football sponsorship. The major objective of the contribution is thus an identification of the strengths and limitations of football as a space for commercial marketing and relationship management in modern Zimbabwe. Literature review covered football as a space for marketing and also looked at relationship marketing, it also heightened on every objective and explained it in the form of theory as postulated by others who contributed before my work. Interviews and questionnaires were used for data gathering from company representatives of NetOne, Delta Beverages and BancABC the three companies under investigation. The main finding here is that football as a space for marketing relationship marketing has a positive relationship thus concluding that the platform offered by football can utilised for marketing purposes.2016-11-01T00:00:00ZChingwere, MukudzeiThe effect of consumer ethnocentrism tendencies towards foreign manufactured products and local products in the food manufacturing industry in Zimbabwe
https://cris.library.msu.ac.zw//handle/11408/3836
Title: The effect of consumer ethnocentrism tendencies towards foreign manufactured products and local products in the food manufacturing industry in Zimbabwe
Authors: Siziba, Bekezela
Abstract: This study sought to investigate the effect of consumer ethnocentrism tendencies towards imports and local products in the food manufacturing industry in Zimbabwe. The research was guided by the following objectives namely: to determine the impact of demographic characteristics on cognition and affect, to examine the influence of product attributes on cognition and affect, to measure Zimbabwean ethnocentric tendencies and to investigate how the local food manufacturing industry can use product attributes to prompt consumers to purchase locally manufactured products. Literature on consumer ethnocentrism and consumer attitudes was reviewed in this study. Information on consumer ethnocentrism was reviewed to understand how marketers can use the concept to promote local food products. The research was based on a positivist approach. The research was also based on a survey design of the food manufacturing industry customers and marketing personnel of OK Zimbabwe, PicknPay and Spar. The sample size was 400.The research also used a quantitative research philosophy and the data gathered was analysed through descriptive and inferential statistics using SPSS software. The data was presented in the form of data tables, cross tabulation and bar graphs. The major findings were that Zimbabwean purchased imports because of the negative beliefs and emotions they have towards locally manufactured products. Also, results show demographic characteristic as having a varying relationship on cognition and affect. Zimbabweans believed imports are of better quality and are reasonable priced compared to imports. Moreover, results also showed that Zimbabwean have less ethnocentric tendencies as they were found to be less patriotic, not socio economic conservatism. Consumers did not like bans and restrictions on imports and they were not worried about the long term impact of purchasing foreign products. The findings of this study were also similar previous studies in that consumers from developing countries are less ethnocentric therefore they prefer imports instead of local products and they view imports as of higher quality.. This study established Zimbabwean consumers as being less ethnocentric and did not overstate the quality and value of food products made in Zimbabwe. Conclusions drawn are that Zimbabwean consumers are less ethnocentric, they would prefer buying imports and locals should improve product quality attributes. The study recommends marketers of local food manufactures improve products attributes thereby creating a positive attitude towards locally produced food products. Also, local food manufactures should consider demographic differences when producing food products and the important factors considered by consumers when purchasing food products.2018-01-01T00:00:00ZSiziba, Bekezela