Dissertation (MA Business Administration)This study analyses the effects of wine packaging on customer purchasing decision in Tanzania. The objective of the study was to discover customer purchasing decision in order to examine the effects and corrective measures to manage them. The study employed Cross-sectional research design whereby a sample size of 90 respondents was used. Data collection method and tools such as questionnaires, observation and reading official documents was used and analyzed descriptively by SPSS version 16 computer software by using the figures and tables. The findings show that packaging materials have the role of facilitating storage, use and convenience of the products, protect products due to the environmental condition packaging are functioned not only for price mechanism but also transit, for different environmental such as moisture, gases, light, temperature etc. Likewise, social factors, the readily available/timely availability of the product and good packaging done by trained personnel were factors that influenced consumers‟ preferences and buying decisions. Though, high cost of packaging materials and brand familiarity were challenges consumers encountered because some could not distinguish between wine products of different industries. The study recommends that the mode of payments, color of the products, the appearance of the containers and the contained products must highly be regarded since it does attract consumers to buy the products. And policy makers have to understand and see a need for the adoption of packaging strategies so as to reach the lower income customer hence to maximize consumers' preferences by enhancing product quality in order to create a competitive advantage.