An Assessment Of Factors Influencing Consumer’s purchasing Decision On Electronic Products In Tanzania

Mlemba, Stephen O. (2023) An Assessment Of Factors Influencing Consumer’s purchasing Decision On Electronic Products In Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

This research aimed at assessing factors influencing consumer’s purchasing decision making on electronic products; a case of Siemens products. The study had four research objectives which were: Assessing customer perception on Siemens products, Examining price factors influencing customers decision making on Siemens electronic products, finding out brand durability factors influencing decision making on Siemens products and identifying promotional factors influencing decision making on Siemens products. This study was a case study type, Siemens customers and staffs in Dar es Salaam were employed as the key respondents. The researcher used purposive and convenient sampling techniques in obtaining the sample size of 47 respondents. Using these methods in sampling was good so as to ensure equal participation of different type of respondents to make the study findings more reliable and valid. Data were collected through questionnaires and interviews. Also both qualitative and quantitative approaches were used in data presentation. The principle findings show that consumers are very sensitive when it comes into making purchases of electronic products such as mobile phones. The study concludes that consumers’ perception of Siemens is just good although it could be much better is the prices. Also the perceived quality of the products is seen as favourable to the consumers. The sales promotion techniques being used by Siemens are sampling, price off, deal gifts, draws and scratch cards, use of coupons and rewards as well as road shows to promote the brand. The study recommends that Siemens should re-check its pricing strategies so as to reflect the economy of the consumers. Keywords: Factor Influencing consumer purchasing, Decision, Electronic Product.

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