Browsing by Author "Mboje, Leticia"

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    Determinants of consumer preferences for beer brands in Tanzania: a case of restaurants and bar in Dar-es-salaam
    (University of Dar es Salaam, 2013) Mboje, Leticia
    The overall objective of this study was to examine the determinants of consumer preferences for beer brands in Dar es Salaam. The researcher employed purposive and convenience sampling designs and collected data using a questionnaire to a sample of 150 beer consumers in Dar es Salaam. Analysis of the data was done using SPSS database in which the researcher ran frequency tables and bar graphs that contained data relevant to the findings. Moreover, the study had three hypotheses that were tested using cross tabulated Pearson chi-square test. Findings revealed Castle lite as the most preferred beer brand from 36 (24%) of the respondents. the psychological factor that had the greatest influence in determining consumer preference for beer brand is beer attributes as observed from 96 (64%) of the respondents who either agreed or strongly agreed. It was also revealed through the third objective that beer availability was the most significant economic factor in explaining beer brand preference by consumers. Through the fourth specific objective, age of individuals was identified as the most important sociological factor in explaining the most preferred beer brand by consumers. It was concluded that, more innovations need to be made in the taste of beer and beer companies were advised to ensure an equitable distribution of beer products to cover for all marketing zones in Tanzania.