Browsing by Author "Muchira, Felix"

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    Exploring ethical decision-making in regards to purchasing counterfeit products in Tanzania: a case of consumer behavior in Dar es Salaam area
    (University of Dar es Salaam, 2012) Muchira, Felix
    The study looked at consumer behavior regarding ethical decision making in the purchase of counterfeit products in Tanzania and especially consumer products in the electronics and textile product categories with the scope of the study being Dar es Salaam. The key objective of the study was to explore the extent to which ethical consumption is relevant to consumers in Tanzania and hence increase the knowledge of how ethical principles are used by consumers in Tanzania in regard to purchase of counterfeit products. The research employed a descriptive research design with a total sample of 120 categorized into three types of samples where 100 were consumers, 15 were retailers and 5 were advertisers. A combination of area and random sampling were employed. The sample size was derived from Dar es Salaam where it was divided into areas; Kinondoni, Kawe, Ilala and Temeke areas. Key finding of the study included that majority of consumers do not consider ethical and moral attributes when making purchases of counterfeit textiles and electronics. Most consumers are driven primarily by price and performance. Ethical factors do not feature prominently in the decision making of these group of consumers. Retailers who stock counterfeit products said that their customers are more interested in price and performance while those who stock authentic products on the other hand are more concerned by customer retention. Majority said that they stock authentic products with about one third stocking counterfeits. According to retailers some of their customers had ethical considerations when making purchases. In conclusion, the study found out that ethical consumption is not a key attribute that Tanzanians consider when they purchase counterfeit products. An attribute that is mainly considered as ethical is environmental impact of the product being purchased. Policy makers, advertisers, marketers and brand managers should take a paradigm shift to focus on top of their communication strategies on product and brand attributes but also aspects that they would term as ethical linked to their products and images.