Factors contributing to product selection between Tanzanian manufactured and imported furniture

Furniture sector is among many other sectors in the country that employ and attract many customers in the country. However, its economic contribution is unknown but the number of people engaged in this business by importing them is on an increase. This study focused on identifying factors that influence customer purchasing decision when it comes to purchasing either imported or locally manufactured furniture. Various factors that contribute to product selection were identified and research hypotheses were formulated focusing on those factors. Both qualitative and quantitative methods were used to conduct the study in Dar-es- Salaam. The study revealed that furniture supply, product quality and proper marketing through advertisements were major factors determining product selection. Also, availability of credit facilities is not taken as an attractive package for customers and hence they are not taking it as a factor for determining product selection. It was also noted that at product selection decision for office and household furniture, do not differ. Various prices set by sellers also do not affect decision-making purchasing. However, it was found out that customers were unatracted by availability of credit facilities. Buyers should consider taking this opportunity if there is no problem. Sellers should be encouraged to continue offering assured services and promoting their businesses to capture more customers.