Factors that influence purchase decision of milk and milk products in Tanzania
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Date
2006
Authors
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Journal ISSN
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Publisher
University of Dar es Salaam
Abstract
The study analyzed the buying behaviour of Tanzania consumers of milk and milk products. It was intended to understand and identify the most significant variables involved in the consumer's decisions to purchase milk and milk products. In this study, explanatory variables relating to consumer's purchase decision process, namely, quality and packaging design, promotion, perceived risk and price, were used for analysis. In order to achieve this objective, both desk and field research were undertaken to obtain statistical information from a random sample of 188 respondents through administered questionnaires and interviews. The finding of the study revealed that quality and packaging design, promotions perceived risk and price to a great extent influence the decision to purchase milk and milk products. Overall performance of the explanatory variable indicate that, quality and packaging design need to improved in order to attract more consumers in their decision to purchase milk and milk product. the study has found that promotion tool such as advertisement through television and radio station were more effective in influencing decision to purchase milk and milk products. The study recommends that milk processors and producers should pay attention to delivering milk and milk products of high value to consumers and intensive promotion using different types of promotion tools are also recommended.
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library
Keywords
Costomer buying behaviour, Milk and milk products, Tanzania
Citation
Mwalusako, L. P (2006) Factors that influence purchase decision of milk and milk products in Tanzania, Master dissertation, University of Dar es Salaam. Dar es Salaam.