Browsing by Author "Mishili, Fulgence Joseph"

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    Analysis of factors affecting value perception of retail stores in Dar es Salaam.
    (University of Dar es Salaam, 1999) Mishili, Fulgence Joseph
    The business environment in Tanzania has been competitive since the decision of the government to liberalize trade in 1984. Unfortunately, majority of Tanzanian retailers has not been able to modify their operations to fit their shops into the new competitive environment. As testimony for this, there has been drop out of many retail shops short while after operation because of the failure to make enough sales. A review of literature about retail environment and value perception of retail stores shows that shoppers' value of store is influenced by: Internal environment of the retail store; price perception, quality perception; and shopping experience perception. This study replicate what have been done else where in retailing. However the study used a model which defined retail store value perception in terms of three independent variables namely; store shopping experience, perceived merchandise price and perceived merchandise quality. Data collected from the field have been subjected to the simple and multiple linear regression of the variables in the model. It has been found that the independent variables show direct relationship with the dependent variable, collectively as well as individually. However, the significance of the relationship vary among the variables. Based on these empirical results, it is evident that the value perception of retail store is directly influenced by store shopping experience. Store shopping experience has an influence on the perceived merchandise quality which has an influence on the customer perceived value of a retail store. Perceived store shopping experience has an influence on the merchandise price perception which has an influence on the customer perceived value of a store and store shopping experience has an influence on perceived merchandise price which has an influence on customer perception of merchandise quality.