Factors Influencing Consumer Buying Behaviour on Household Products in Tanzania:The Case of Dar es Salaam

Karinga, Abubakar Omari (2015) Factors Influencing Consumer Buying Behaviour on Household Products in Tanzania:The Case of Dar es Salaam. Masters thesis, The Open University Of Tanzania.

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Abstract

The aim of this study was to examine the factors that influence consumer buying behaviour on household products in Dar es Salaam. The study specifically sought to answer research questions related to the influence of social and cultural, psychological/personal class, demographic and economic factors on consumer buying behaviour on household products. The study employed a Descriptive design. A total of 70 questionnaires were distributed to the respondents. However, only 57 (81.4%) respondents participated in this study. These participants were selected using purposive sampling methods to ensure participants meet the criteria for the study. Data were collected using mainly questionnaires and interviews but also methods of observation and documentary reviews were used to supplement collected data as required. Theories and literatures relating to consumers’ buying behaviour were reviewed and summarized and used to develop a conceptual framework, the questionnaire and interviews for studying consumers' buying behaviour on household products on supermarkets. The findings of this study did not show wide variations to studies conducted in other places and literatures. The majority of respondents agreed that social cultural factors, psychological/personal class factors, demographic factors and economic factors influence consumers buying behaviour on household products on supermarkets. The study recommends attention should put on social cultural, psychological/personal, demographic and economic factors while developing, pricing, distributing and communicating products.

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