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This research report much based on the factors affecting purchasing decisions of the consumers in Kinondoni District in Dar es Salaam City. The main objective of this study was to investigate the main factors affecting purchasing decisions of the consumers; and specific objectives were find out the income levels of the consumers, to identify data bank of suppliers by retailers and wholesalers existing in Kinondoni and another objective was to identify factors influencing purchase decision on the consumers. The study included a sample of 100 consumers and 20 staff, who were interviewed to know the factors affecting purchasing decisions of the consumers. Purposive sampling, and Convenience sampling were used to get the sample of respondents during the study. Data were collected through questionnaires and interviewed, both primary and secondary data were used. Primary data such as questionnaire and interview method and secondary data used documentary review. Data analysis was based on descriptive statistics and presented in tables and percentages. In this study researcher discovered the factors affecting purchasing decisions which influence consumers buying behavior, and also discovered subjective factors and objective factors which motivate buying behavior such as individual factors, final consumers, price, quality and trust towards purchasing environment.The findings show that the company should allocate resources properly, also should allocate distributers in order to create good satisfaction and company should put limitation on the issue of increase price because some of the area where complain about it. And lastly government should provide seminars and training to the consumers in order to look on the different factors affecting purchasing and do not based on only single factor of price. |
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