The influence of product attributes on consumer buying decision in the Tanzanian food and beverage industry: a Case of Dar es Salaam Consumers

This study focuses on how product attributes and demographic segmentation variables influence purchase decision in the Tanzanian Food and Beverage industry, among Dar es Salaam consumers. Five variables were formulated, tangible product attributes, and intangible product attributes, consumer’s social economic factors, consumers’ psychological factors and relationship between consumer product involvements. The study collected consumers’ opinions and views from 200 consumers through survey method whereas a sample was derived from the population in the Dar es Salaam area. The collected data from respondents was analyzed through the SPSS program to get simple descriptive statistics specifically frequency tables and percentages on the characteristics of respondents to show their capability as respondents. Moreover, correlation, regression analysis and Chi-Square was also used to find out the association between the independent and dependent variables. Findings of the study indicated that both Tangible product attributes (Taste and nutrition) and Intangible product attributes (Price, Brand and Convenience) have significance influence on consumer’s choice of a product which in turn governs their purchase decision. From the outcomes of the study it is recommended that business entities which deals with producing, supplying and selling of food and beverage products should invest more on Product attributes such as bringing up more products with popular attributes in the market because they are the valuable factors for purchase decision. Further study should include larger geographical area as well as examine store involvement as a factor affecting overall food and beverage purchase.