Determinants of consumer preferences towards food products in Tanzania.

This study aimed at determining consumer preferences on food products in Tanzania. More specifically the study examined food products attributes that articulated consumer preferences and identified the influence of the demographic attributes on food products preferences. Data for this study were collected using questionnaires. One hundred and ninety respondents from Dar es Salaam city participated in this study. With the use of survey techniques, findings revealed that the most important food product attributes were freshness and cleanliness followed by nutrients content. Packaging was found to be less important attribute that articulate customer preferences. Demographic attributes like sex, education background and respondents' household income were found to influence consumers' preferences. Furthermore, findings reveal that more consumers preferred to buy their food products from supermarket, central markets and kiosk because of conveniences, variety of food products and non-seasonal availability of the food products. The study recommends that, various actors involved directly in handling food business should consider the needs, interests and preferences of consumers in their diversity.