Factors influencing consumer continual purchase intention of beverage products in Tanzania A Case of Dar es Salaam

The purpose of this study is to examine factors influencing continual purchase intention of beverage products in Tanzania specifically in Dar es Salaam region. The influence of four variables namely perceived quality, social status price and attitude toward beverage brands on customer purchase intention of beverage product was tested. The data for this study was collected from 150 respondents by using structured questionnaires which were administered in Dar es Salaam city. Analysis of Variance, correlation and multiple regression analysis methods were used to identify the relationship between continual purchase intention and perceived quality, social status, price and attitude toward beverage brands. The study found that among the four variables, only attitude and perceived quality were statistically significant predictors of consumer purchase intention. The study recommends that marketers should keep pace on increasing consumer positive attitude formation towards their brands through increasing marketing activities. Additionally beverage producers should work on their products’ quality improvement mainly through the raw materials and ingredients they use Government’s policy should be able to create conducive environment to such investors so that to enable them engage in more markets found outside the country.