Factors affecting consumer buying behaviour in shopping malls: the case of Tanzania.

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University of Dar es Salaam
The aim of the study was to assess factors affecting consumer's buying behaviour focusing on shopping malls versus open market in Tanzania. This study used both qualitative and quantitative methods such as survey, interviews and observations. The sample in the study represented the targeted consumers' category and used sampling procedures which involved selection of the population, sample plan and the like. The study used the SPSS software before carrying out hypothesis testing. Chi-square test was used in testing the hypotheses in this study First, descriptive analysis including simple and cross tabulation of the different variables was performed to show some kind of relationships. The study assessed the decision making process and their implications; all five stages in the decision making model problem recognition, information search, evaluation of alternatives, purchase choice, and evaluation of outcome were equally important in finding out what consumer want and how they behave in these situations. The findings of the study revealed that consumers opted on buying from open markets as the prices were more reasonable, credit facilities were easily provided, access to the market was easy in terms of location and the environment. However, the findings show that to the contrary prices were found to be major obstacles as they were not negotiable as well as employees who were considered not to be friendly at the Shopping Malls. In addition, the environment was interpreted to imply that Shopping Malls were meant for higher and middle class citizens. The study recommends that shopping malls should introduce discount coupons, credit facilities including secure parking lots while, here as the open market should improve the environment, especially on sanitation. Furthermore, the study recommends training be conducted to employees on customer care so as to close the gap. Therefore, marketers can no longer ignore the stunning diversity of cultures impact on consumer buying behaviour.
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.33.T34N93)
Consumer behavior, Shopping malls, Open market
Nyella, M. (2011). Factors affecting consumer buying behaviour in shopping malls: the case of Tanzania. Master dissertation, University of Dar es Salaam.