Factors influencing consumers’ buying decision in the supermarkets in Tanzania: a case of Dar es Salaam region
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Date
2016
Authors
Journal Title
Journal ISSN
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Publisher
University of Dar es Salaam
Abstract
This study assessed the factors that influence consumers buying behavior in the supermarkets in Tanzania, the case being Dar es Salaam. Specifically, this study examined the extent to which extrinsic, intrinsic and attitude factors affect consumer’s buying decision in the supermarket. Primary data were collected through questionnaire and interviews. The structured and self-administered questionnaires were used to a sample of 143 respondents that were selected through convenient sampling. Interview was also conducted for the Marketing and General Managers of some supermarkets that were regarded as key informants in this study. This study used both quantitative and qualitative techniques to analyze data. The Statistical Package for Social Sciences (SPSS) was used in computing descriptive statistics values i.e. means, frequencies and standard deviation. Moreover, correlation and regression analysis were applied to determine the extent of each individual factors has influence on consumers’ purchase behavior in the supermarkets. The findings of the study revealed that all independent variables namely extrinsic, intrinsic and attitude factors have positive influence in consumer buying behavior in the supermarkets. Nevertheless, consumers’ extrinsic factors appeared to the most influencing in the consumers buying behavior in the supermarkets specifically attributed by perceived price, product packaging, product advertisement variables and store image. Followed by consumers’ intrinsic factors specifically in consumers’ perceived value, consumers’ perceived risk, consumers’ product knowledge and consumers’ loyalty preference attributes. Finally, consumers’ attitude factors attributed by perceived income and consumers’ familiarity. The study recommends that supermarkets owners have to invest in understanding the factors which found to be most influencing ones which are perceived price, product packaging, store image and product advertisement variables (extrinsic factors), consumers’ perceived value, consumers’ perceived risk, consumers’ product knowledge and consumers’ loyalty preference attributes (intrinsic factors) and perceived income and consumers familiarity (consumers’ attitude factors) and take positive action on them in order to increase their market share, hence the revenue for the supermarkets. However, this study advices supermarkets stakeholders not to ignore the factors which were found not to have influence in consumers buying decision in the supermarkets.
Description
Available in printed form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.33.T34M325 )
Keywords
Consumer behavior, Supermarkets, Dar es Salaam region, Tanzania
Citation
Mbiku, R. (2016) Factors influencing consumers’ buying decision in the supermarkets in Tanzania: a case of Dar es Salaam region. Master dissertation, University of Dar es Salaam. Dar es Salaam.