Gasembe, Emmanuela Januarius2020-12-192020-12-192016Gasembe, E.J ( 2016 ) Analyzing factor influencing consumer’s switch from local to imported alcoholic beverage: the case of Tanzania Breweries Company in Dar es Salaam, Tanzania, Masters disseratation, University of Dar es Salaam, Dar es Salaam.http://41.86.178.5:8080/xmlui/handle/123456789/13926Available in print form, EAF collection, Dr. Wilbert Chagula Library, class mark ( THS EAF HF5415.33.T34G37 )The study analysed factors influencing consumers to switch from consuming local imported alcoholic beverage product in Tanzania. Specifically the study determined the extent to which quality, price, and social status influence consumers switch from local to imported alcoholic beverages such as beer and spirits. Purposive and convenient samplings were used to obtain respondents for the study. Field survey was carried out of 50 outlets in the district of Temeke and Kinondoni, Dar es Salaam, with the participation 100 consumers. Data was collected through a self-administered questionnaire distributed through intercepting beer and spirit consumers. Descriptive and regression analysis were used in the process of analyzing data. The finding reveled that quality, social status and mob psychology are the factors that influence Tanzanian consumers to switch from consuming local to imported beers and spirit, while price has no significant influence on consumers switching behavior to imported beers an d spirit,. From the findings of the study, it is recommended that marketers should promote consumers perceived behavioural control. Also the government should lower tariff rates to the imported raw materials used in the production of local beers and spirit. This will help in lowering the cost of production, thus the price will be cheaper and high quality compared to the imported brands. The study is limited geographically and methodologically, this gives a room for further studiesenConsumer behaviourAlcoholic beverageAlcoholic beverage industryTanzania Breweries CompanyDar es Salaam regionTanzaniaThesis