调查发现，泰铢设法通过消息传递使约 98.5%的消费者知道了它，并使用了听众喜欢
的泰铢广告，有趣的是，大多数受访者虽然发现泰铢广告非常有趣和动态，是最喜欢的电
视节目中的广告，但它并没有影响到消费者的购买行为。本研究建议未来的研究在这一领
域应扩大到其他地区，使用更大的样本来进行分析，看看调查结果跟目前的研究有没有偏
离。
关键词：通信，购买行为，三马啤酒（泰铢），抽样调查，影响顾客的购买行为。
Abstract
This study investigated the impact of communication on the buying behavior of consumers of
“Three Horse Beer” (THB) in Antananarivo, Madagascar. The main theoretical concepts of
communication and advertisement were outlined. This study followed a descriptive design and
survey methodologies in which quantitative approach was central. A sample of 200 respondents
was considered.
The survey discovered that THB managed to pass the message to its targets by approximately
98.5% and also that advertising THB managed to reach its audience, and that it was very much
appreciated but did not influence the purchasing behavior of consumers. Interestingly, majority
of respondents though found THB adverts as very entertaining and dynamic. The most preferred
medium of advertising was the Television. The study highly recommends that future studies in
this area should expand to other regions and also use relatively big samples to see if they will be
any departure to the current findings.
Keywords: communication, buying behavior of customers, Three Horse Beer (THB), survey,
influence the buying behavior of customers.
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