The role of packaging in the consumer buying behavior: the case of supermarkets in Tanzania

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University of Dar es salaam
The objective of this study was to identify role played food packaging in customer buying decision and how package color, package size, package shape and further how the usage of packages influences customers buying decision. Data were collected using semi-structured questionnaire from customers who are day to day buyers of food staff from two supermarkets AT Shoppers and Game. Data was analyzed using a Software Package, (Statistical Package for Social Sciences)-SPSS. The Chi-squire test was used in testing the hypotheses. The packaging elements that are color, size and shape were total. The study secured whether package color package and shape of package had a positive influence towards the customer’s buying decision. The finding revealed that early color influences consumer buying decisions. Brand name, country of origin as well as price of food product are other factors which were used to tested and depict whether they contribute in influencing customers buying decisions. In addition, environmental friendliness of package is any important aspect was used in testing buying decision. This study eventually with personal recommendations on gray areas for further research in the future.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.33.T34T86)
Packaging, Food, Supermarkets, Consumer behavior
Tungaraza, C.F (2008) The role of packaging in the consumer buying behavior: the case of supermarkets in Tanzania.Master dissertation, University of Dar es Salaam, Dar es Salaam.