The influence of personal factors on consumer buying behaviour in Tanzania’s local markets: the case of Dar es Salaam.

This study examined the influence of personal factors on consumer buying behaviour in Tanzania’s local markets using Dar es Salaam as a case study. The study specifically sought to answer research questions related to the influence of four variables namely age and lifecycle stage, economic conditions, occupation and lifestyle on consumer behaviour in the local markets. Using a descriptive research design, the study generated data from 87 questionnaires administered with the respondents. These structured questionnaires were all filled and returned for analysis. The sample was drawn using convenient sampling method. Data were analysed both quantitatively and qualitatively; the former case was subjected to multiple regression analysis whereas in a later case qualitative data from in-depth interview, which complemented the quantitative findings, were subjected to thematic analysis. The study found that age and life-cycle stage, economic conditions and lifestyle had a significant bearing on consumer buying behaviour. Occupation, on the other hand, had positive but insignificant influence on the consumers’ buying behaviour. Thus, the study recommends that attention should be paid to the consumers’ age and lifecycle stages, economic conditions and their lifestyle as these factors significantly influence the consumer buying behaviours in many local markets in Dar es Salaam and consequently Tanzania. Moreover, the local market ought to factor in variations of these three predictors as they matter significantly in making informed decisions on the most suitable goods for customers to buy.