The role of information aspect of packaging on consumer buying behaviour in Tanzania The Case of University of Dar es Salaam Students

This study examined howthe information aspects of packaging influence consumer buying behavior in Tanzania. The core objective of the study was to assess the consumers’ perception on the role of information aspects of packaging on consumer buying behaviour using UDSM students as a case study. More particularly, the study examined the effect of brand awareness, labeling and product information aspects on consumer buying behaviour. This study is distinguished from other consumer-focused business studies by its attempt to understand consumer buying behaviour as a rational activity where the consumer engage in a decision making process by weighing various choices and alternatives before making a decision to purchase goods and services in a market. The study employed the convenience sampling due to the availability of readily candidates who were willing to participate, limited time and resource. It used structured questionnaires which were administered to a sample of 120 students of the University of Dar es Salaam to generate the findings. The data gathered were analysed through multiple regression method. The findings of the study revealed that brand awareness and labelling have a significant influence on consumer buying behaviour. On the other hand, product information had a positive influence on consumer buying behaviour but not significant. As for brand awareness, the most influencing factors are brand name, logos and symbols. As for labeling, the most influencing attribute is ingredients.