Factors influencing the consumer buying behavior in the mobile services industry in Tanzania: a case of tigo customers in Dar es salaam
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Date
2018
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Publisher
University of Dar es Salaam
Abstract
This study has assessed factors influencing the consumer buying behavior in the mobile phone industry in Tanzania. The study was conducted in Dar es Salaam it involves tigo telecommunication company consumer and staff. The study examined the extent to which sociological factors, psychological factors, cultural factors and personal factors influences consumer buying behavior in the mobile phone industry in Tanzania. The primary records were collected by the use of controlled questionnaire direct to 200 mobile services consumers’ respondents who were randomly chosen. Data were analyzed using suitable descriptive statistical means namely Statistical Package for Social Science version 20 (SPSS.v.20) where frequency was determine. Multiple regression analysis technique was subsequently used in auxiliary data analysis. The result expose that sociological factor is the largest part influencing factor disturbing consumers’ mobile services buying behavior, followed by personal factors, then cultural factors, and lastly psychological factors. The study concluded that all the four variables have a greater positive influence on consumer buying behavior in the mobile phone industry in Tanzania. The study recommends that on sociological factors mobile services such as Internet bundles and airtimes should be categorized into different ranges so that consumers from different classes can afford. Mobile companies should also make regular consumers marketing research, in order to understand dynamic issues in psychological, personal cultural and sociological factors and therefore take implementations of those issues so as to reach consumers expectations of their services effectively.
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.33.T34A228)
Keywords
Consumer behavior, Mobile services industry, Tigo customers, Dar es Salaam, Tanzania
Citation
Abdul, H (2018) Factors influencing the consumer buying behavior in the mobile services industry in Tanzania: a case of tigo customers in Dar es salaam.Master dissertation, University of Dar es Salaam, Dar es Salaam.