| dc.creator |
Mbawala, Gloria |
|
| dc.date |
2016-02-25T09:26:40Z |
|
| dc.date |
2016-02-25T09:26:40Z |
|
| dc.date |
2014 |
|
| dc.identifier |
http://hdl.handle.net/11192/727 |
|
| dc.description |
A Dissertation Submitted in Fulfillment of the Requirements for the Award of the
Degree of Master of Business Administration in Corporate Management (MBA-CM)
of Mzumbe University |
|
| dc.description |
The numbers of internet users have almost doubled year after year. The internet has
now developed into a new distribution channel and online shopping is rapidly
increasing. This has created a need to understand how the consumer perceives online
purchases.
The study on consumer behavior towards online shopping in Tanzania was done in
Dar es Salaam. The general objective of the study was to investigate the influential
factors ofonline consumers. The specific objectives guided the study include to
identify and get insight into consumer behavior towards online shopping in
Tanzaniato identify factors which influence online shopping and consumer behavior
to purchase electronic goods and service and to identify main barriers affecting
online buying behavior in Tanzania.
Literature related to the study was also reviewed. Primary data was collected through
questionnaire that was conducted to some of the employees at MIC (T) Limited in
Kijitonyama office.
The strongest influencing factors of consumer to shop online are identified as Price,
Convenience and Trust. Trust was considered to be the most important factors to the
majority of the respondents.
Furthermore, the study identifies the barriers that affect online buying behavior as
Payment safety, Security and privacy, Lack of trust and user resistance, Channel
conflict and many more.
Keywords; Consumer behavior, online shopping |
|
| dc.language |
en |
|
| dc.publisher |
Mzumbe University |
|
| dc.subject |
Consumer behavior |
|
| dc.subject |
online shopping |
|
| dc.title |
Consumer behavior towards online shopping in Tanzania: The case of mic employees at Kijitonyama offfices, Kinondoni, Dar Es Salaam |
|
| dc.type |
Thesis |
|