A Dissertation submitted in partial fulfillment of the requirements for the award of
the degree of Master of Business Administration (MBA-CM) of Mzumbe
University
This research report much based on the factors affecting purchasing decisions of the
consumers in Kinondoni District in Dar es Salaam City. The main objective of this study
was to investigate the main factors affecting purchasing decisions of the consumers; and
specific objectives were find out the income levels of the consumers, to identify data
bank of suppliers by retailers and wholesalers existing in Kinondoni and another
objective was to identify factors influencing purchase decision on the consumers.
The study included a sample of 100 consumers and 20 staff, who were interviewed to
know the factors affecting purchasing decisions of the consumers. Purposive sampling,
and Convenience sampling were used to get the sample of respondents during the study.
Data were collected through questionnaires and interviewed, both primary and
secondary data were used. Primary data such as questionnaire and interview method and
secondary data used documentary review. Data analysis was based on descriptive
statistics and presented in tables and percentages.
In this study researcher discovered the factors affecting purchasing decisions which
influence consumers buying behavior, and also discovered subjective factors and
objective factors which motivate buying behavior such as individual factors, final
consumers, price, quality and trust towards purchasing environment.
The findings show that the company should allocate resources properly, also should
allocate distributers in order to create good satisfaction and company should put
limitation on the issue of increase price because some of the area where complain about
it. And lastly government should provide seminars and training to the consumers in
order to look on the different factors affecting purchasing and do not based on only
single factor of price.