Determinants Demand for Locally Processed Fruits in Tanzania.

Nyonyi, Teikwa Angelo (2021) Determinants Demand for Locally Processed Fruits in Tanzania. Doctoral thesis, The Open University of Tanzania.

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Abstract

This study aimed at investigating the determinants of demand for locally processed fruits product in Tanzania. The study areas included Dar Es Salaam, Iringa, Tanga, and Dodoma regions as representative of Tanzania. The study sample was 755 consumers of locally processed fruits from all the target areas of the study. Specifically, the study had four specific objectives, namely; to determine the demographic characteristics of consumers of locally processed fruits in Tanzania, to determine the social characteristics of consumers towards locally processed fruits demand in Tanzania, to examine the economic factors to determine consumer preferences on locally processed fruits in Tanzania, to assess the non-economic factors to determine the demand of locally produced fruits in Tanzania and to assess the influence of government policies in deriving demand of locally processed fruits in Tanzania. The study employed a quantitative approach with positivism philosophy using classical and neo-classical consumer theories. The study revealed the determinants of demand for processed fruit are individuals' income, price of product, and individual awareness on the product nutrients. The results also, show that, age, household size, influence on stimulating the consumption of locally processed fruits. The study recommends that, strategies be put in place to stimulate and promoting marketing and demand for locally processed fruits products in Tanzania. Other recommendation of the study, improvement of market information on the nutrients of processed fruits, and integration of all stakeholders in the fruits value chain. The stakeholders’ integration improves the livelihood of fruit farmers and the employment status of fruit processors. Keywords: Classical consumer theory, neo-classical consumer theory

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