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This study was conducted to assess factors affecting individual buying behavior. The
study had three objectives to accomplish, namely; to assess the characteristics of
individual buying behaviors in the study setting, to determine the main factors which
influence individual buying behavior, and to understand the main reasons behind
customers’ buying behavior with regards to place where they purchased their goods.
The study was approached by using a case study design where two supermarkets in Dar
es Salaam were used to actualize it. Data were collected by using semi structured
questionnaire from the customer respondents. They were further analyzed by using both
quantitative as well as qualitative techniques.
The study has found out that the factors which influence buying behavior in Tanzania
were not so different from those which had been reported elsewhere. In that respect, the
five top most factors which were found to be highly considered by customers are
income, quality, price, social status and location. Furthermore, the research findings has
found out that, customers mainly have five reasons which they considered in making a
choice of a place to do a shopping. These are; an affordable price of the products sold,
quality of the products offered, good customer service, proximity of the location and
family influence. The results have implication to firms’ management as they provide
useful suggestions for emulating best practices from marketing perspectives.
It is hereby recommended that, firms need to use the factors indicated in this study to
influence their customers to keep repeating their firms for making business transactions.
Moreover, it is further recommended that management of firms to consider keenly the
issue of a good customer service because, it has a greater influence in making customers
to decide on where to go for their shopping. |
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