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The Influence of Tanzania Bureau of Standards Mark on Consumers’ Purchase Behaviou.

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dc.creator Bwemelo, Gordian S.
dc.date 2019-06-27T08:45:11Z
dc.date 2019-06-27T08:45:11Z
dc.date 2018
dc.date.accessioned 2021-05-05T12:35:26Z
dc.date.available 2021-05-05T12:35:26Z
dc.identifier Gordian G. Bwemelo (2018), Paper Title: The Influence of Tanzania Bureau of Standards Mark on Consumers’ Purchase Behaviou. Business Education Journal (BEJ),
dc.identifier http://dspace.cbe.ac.tz:8080/xmlui/handle/123456789/266
dc.identifier.uri http://hdl.handle.net/123456789/73672
dc.description Tanzania Bureau of Standards (TBS) mark is a conformity mark of an accepted product standard. This paper examines consumers’ attention to TBS mark and whether their knowledge of the mark, attitudes towards TBS-certified products as well as the design and placement of the mark on the products affect consumers’ purchase decisions. The study used selfadministered questionnaires to collect primary data from the general public in urban and cities where purchase of processed goods is relatively higher. Descriptive statistics and binary logistic regression were used to analyse the data. The findings revealed high level of consumers’ knowledge about the TBS mark and positive attitude towards TBS-certified goods. However, the majority of consumers did not use it to make product choices claiming that the mark is not clearly noticeable. This suggests a need to re-design the TBS mark to make it more noticeable to attract quick consumers’ attention when making purchase.
dc.format application/pdf
dc.language en
dc.publisher College of Business Education
dc.relation Volume 2;Issue No:1
dc.subject Substandard products, TBS mark, Consumers’ purchase decisions, Consumers’ knowledge, Consumers’ attitude
dc.title The Influence of Tanzania Bureau of Standards Mark on Consumers’ Purchase Behaviou.
dc.type Article


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