Effect of Marketing Communication Strategies on Consumer Preferences and Purchasing Decisions: A Case of Huye Complex Market in Huye District, Rwanda
Ally Majaliwa, Robert Giscard Rurema, Nadege Kwizera, Nicole UrwibutsoRwanda Polytechnic (Huye College)Email: majaliwaally@gmail.com Abstract: Marketing communication strategies hold significant influence over consumer purchasing behavior through the establishment of brand awareness, provision of information, shaping of perceptions and attitudes, brand differentiation, leveraging social proof, fostering engagement and interaction, eliciting emotional connections, and prompting action. This study…