The effects of product attributes on consumers' perception: the case of beer brands marketed in Tanzania
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Date
2007
Authors
Journal Title
Journal ISSN
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Publisher
University of Dar es Salaam
Abstract
The aim of this study was to examine the effects of product attributes on consumers' perception, the case of beer brands marketed in Tanzania. Respondents were 162 in total for Dar es Salaam, Coast Region, Morogoro and Mbeya. The data were collected using a structured questionnaire and analyzed using SPSS package. The findings revealed that the product attributes (Intrinsic and Extrinsic factors) have an influence on the decision to purchase and no influence on the intention to recommend the product to others. Finally findings indicate that the level of satisfaction from purchase experience has a great influence on brand loyalty. These findings could provide some vital information for practitioners and researchers and those who are interested in manufacturing and marketing products which that should match with consumer needs and wants.
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF BF697.T34M84)
Keywords
Satisfication, Self, Consumer satisfaction
Citation
Mwigune, A.S (2007) The effects of product attributes on consumers' perception: the case of beer brands marketed in Tanzania.Master dissertation, University of Dar es Salaam, Dar es Salaam.