Factors Influencing Consumers’ Choice of a Supplier of Solar Energy in Rural Tanzania: A Case of Mwanza Rural Area
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SAUT
Abstract
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This study aimed at investigating factors influencing consumers’ choice of a supplier of
solar energy in rural Tanzania, a case of Mwanza rural area. Objectives of the study were;
to assess the influence of price on consumers’ choice of a supplier of solar energy in
Mwanza rural area; to assess the influence of promotion on consumers’ choice of a supplier
of solar energy in Mwanza rural area; to determine the influence of quality customer
service on consumers’ choice of a supplier of solar energy in Mwanza rural area; to
examine the influence of brand image of a supplier on consumers’ choice of a supplier of
solar energy in Mwanza rural area; and to examine the influence of other customers on
consumers’ choice of a supplier of solar energy in Mwanza rural area. The study used
consumer theory which states the stages namely pre-purchase, service encounter and post purchase stages that a rational consumer goes through in purchasing a service. Data was
collected using questionnaires from 310 respondents who are the consumers of solar energy
supplied by JUMEME Solar Company within Ukerewe District. Both stratified and simple
random sampling techniques were used to select a sample size of participants from the
target population. Descriptive statistical methods, correlation and regression analyses were
used to analyze the data. The findings of the study revealed that price, promotion and
quality customer service have strong and positive influence on consumers’ choice of a
supplier of solar energy in Mwanza rural area. The findings obtained from the study
provide strategic knowledge to solar energy suppliers in rural Tanzania on how various
factors such as price, promotion, quality customer service, brand image of a supplier and
other customers influence consumers’ choice of a supplier of solar energy in rural
Tanzania.
Keywords
Marketing / Consumers’ Choice