Factors that influence the purchase of branded goods: the case of purchase of mobile phone in the Tanzanian market

This study attempted to investigate the factors that influence the purchase of mobile phones in the Tanzanian market. This study surveyed 277 respondents. Data collection was done through the administration of two sets of questionnaires involving first time buyers and repeat buyers of mobile phones. The major findings of the study revealed that information exerts significant influence on consumers’ perceived risk about a new brand for first time buyers. The effect of experience of using the brand is significant on influencing consumers’ perceived risk about a new brand for repeat buyers. The results show that the effect of information on brand identification is significant for first time buyers. Experience of using former brand is significant on influencing brand identification for repeat buyers. The degree of Loyalty to competing brands exerts a less significant effect on consumer’s intention to purchase a new brand for first time buyers while the degree of Loyalty to competing brands exerts significant effect on consumer’s intention to purchase a new brand for repeat buyers. Degree of perceived risk about the product has significant negative influence on consumer’s intention to purchase a new brand for first time buyers. For the case of repeat buyers the degree of perceived risk about the product has no significant influence on consumers’ intention to purchase a new brand. Brand identification has a less significant effect on consumers purchase intentions for first time buyers, for the case of repeat buyers brand identification has significant effect on purchase intentions.