The influence of branding on product acceptance in the Tanzanian market: the case of consumers of cosmetics in Kinondoni municipality in Dar es Salaam

dc.contributor.authorYessaya, Idda
dc.date.accessioned2020-04-08T12:21:15Z
dc.date.available2020-04-08T12:21:15Z
dc.date.issued2016
dc.descriptionAvailable in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.1255.T34Y47)en_US
dc.description.abstractThe thrust of this study was to assess the branding influence on product acceptance in the Tanzanian market, the case being consumers of cosmetics in Kinondoni Municipality in Dar es Salaam Region. The study was guided by three specific objectives which aimed at examining the influence of brand name, brand equity and brand image on product acceptance in the market. The study used a sample size of 50 randomly selected respondents who are consumers of cosmetics. Moreover, purposive sampling was used to select 5 key informants who were 3 sellers of cosmetic product in the same area and 2 officers from TFDA. The study used both quantitative and qualitative methods in collecting and analyzing data and it adopted the descriptive research design. The Statistical Packages for Social Sciences (SPSS) version 21 was employed in data analysis to ascertain frequencies, mean and standard deviation. Multiple regression analysis was further used in the data analysis. The findings of the study reveal that for a product to be accepted in the market, it is influenced by brand image, brand name and brand equity. However brand equity which was determined by assessing brand loyalty, brand awareness and brand association was found to carry significant weight when users make cosmetics purchase decision. From the findings of the study it is recommended that companies should focus their marketing strategies to build a strong good reputation in the market place so that the brand image can create strong beliefs in the customer’s mind which will influence customers to purchase the product. Furthermore, the study recommends for companies dealing with cosmetic products to use their sales personnel to provide training on the usage of their products to customers since the findings indicated that customers are likely to use products which they could predict the outcome, hence increasing awareness become more important.en_US
dc.identifier.citationYessaya, I. (2016) The influence of branding on product acceptance in the Tanzanian market: the case of consumers of cosmetics in Kinondoni municipality in Dar es Salaam, Master dissertation, University of Dar es Salaam, Dar es Salaamen_US
dc.identifier.urihttp://41.86.178.5:8080/xmlui/handle/123456789/9211
dc.language.isoenen_US
dc.publisherUniversity of Dar es Salaamen_US
dc.subjectBranding (Marketingen_US
dc.subjectCosmesticsen_US
dc.subjectBrand choiceen_US
dc.subjectKinondoni municipalityen_US
dc.subjectDar es Salaam regionen_US
dc.subjectTanzaniaen_US
dc.titleThe influence of branding on product acceptance in the Tanzanian market: the case of consumers of cosmetics in Kinondoni municipality in Dar es Salaamen_US
dc.typeThesisen_US
Files
Original bundle
Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
Yessaya, Idda.pdf
Size:
133.43 KB
Format:
Adobe Portable Document Format
Description:
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description: