Browsing by Author "Kisenga, Graceana"

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    Investigation of product knowledge and social factors influencing the choice of textile products in Tanzanian markets
    (University of Dar es Salaam, 2010) Kisenga, Graceana
    The study investigated the buying behavior of Tanzanian consumers of textile products. It was done in selected markets of three regions of Tanzania namely Morogoro, Dodoma and Dar es Salaam to identify the most significant variables relating to the consumers decision to purchase textile products. In this study explanatory variables relating to consumer purchase decision process, namely product knowledge, attitude, social class, and reference group, were used for analysis. In order to achieve this objective both desk and field research were undertaken to obtain statistical information from a random sample of 150 respondents. Data collection was done by interviewing 50 respondents from each region and analyzed using SPSS and multiple regression. The finding of the study revealed that product knowledge and attitude to a great extent influence the decision to purchase textile products in the market. Overall performance of the explanatory variables indicate that social class and reference group to a greater extent does not influence the choice of textile products in the Tanzanian market; thus the researcher recommends that product knowledge and consumer attitude towards textile products need to be considered in order to attract more consumers. The study recommends that textile producers should pay attention to products of high value to consumers so as to build a strong and positive image in the minds of the target market.