Mwambange, Mwakiselu2019-10-102020-01-082019-10-102020-01-082013Mwambange, M (2013) Factors affecting consumer’s buying behaviour towards imported and local produced beers: a case study of Dar es Salaam City, Master dissertation, Univeristy of Dar es Salaam. (Available at http://41.86.178.3/internetserver3.1.2/search.aspx?)http://localhost:8080/xmlui/handle/123456789/5216Available in print formGaining market share is the main objective for companies involved in sales marketing in specific product. However, deciding on the right marketing strategies depend on how you known your consumers buying behaviour. The purpose of this study was to identify factors affecting consumer’s buying behaviour toward local produced and imported beers. The study was conducted in Dar es salaam city where 150 respondents of beer consumers located at pub/bars, night club and restaurant were employed while Questionnaires was the main instrument used to collect data. Analysis of the data was done through SPSS where by regression analysis, ANOVA, frequency, cross tabulation were main approach employed to analyse the data. The results of this study show that most of respondents prefer local produced beers compare to imported beers, out of 150 respondents,113 respondents (75%) prefer local produced beer while 37 respondents (25%) prefer imported beers. ANOVA analysis indicate that p-values for Age variable is 0.000, regression analysis indicates shat p- value for Income of consumers is 0.003 and p -value for Gender is 0.000 This result implicate that the beer market share in Tanzania is still dominated by domestic beers producers and concluded that Age, Gender and Monthly Personal Income of consumers are keys variables affecting consumers buying behaviour towards imported and local produced beers while variables like Education, Physical Surrounding, Social Surrounding, Perception and Motivation have no influences on consumer’s buying behaviour towards imported and Local produced beers, the study recommended that Tanzanian must be well informed on the positive impact of consuming locally made products, Domestic beer producers should consider female group as new target customers.enConsumer behaviourBeerDar es Salaam CityTanzaniaThesis