| dc.creator |
Sobbo, Kassoro |
|
| dc.date |
2020-11-10T14:18:28Z |
|
| dc.date |
2020-11-10T14:18:28Z |
|
| dc.date |
2020 |
|
| dc.date.accessioned |
2021-05-05T08:08:43Z |
|
| dc.date.available |
2021-05-05T08:08:43Z |
|
| dc.identifier |
APA |
|
| dc.identifier |
http://hdl.handle.net/11192/4537 |
|
| dc.identifier.uri |
http://hdl.handle.net/11192/4537 |
|
| dc.description |
A Dissertation Submitted in Partial Fulfilment of the Requirements for the
Degree of Master of Business Administration in Corporate Management
(MBA –CM) of Mzumbe University |
|
| dc.description |
Despite efforts to investigate consumer behaviour and purchasing process there is a
wide gap on tourism industry especially in Tanzania. Recent data suggest that it is of
no doubt that if in tourism industry if there is a wish to meet consumer‟s expectation
there must be a need to understand the motives, needs and preferences which create
those expectations. The purpose of the study is to examine factors affecting consumer
buying behaviour in tourism industry. A Case of Magoroto Forest Estate. It is of no
doubt that if in tourism industry if there is a wish to meet consumer‟s expectation
there must be a need to understand the motives, needs and preferences which create
those expectations. To perform this there must be investigation on factors affecting
consumer (tourist) experience during decision process and behaviour.
In this study, a case study design was conducted among 200 tourists visited Magoroto
forest estate. Under this study the population was tourists both domestic and foreign
visited Magoroto forest estate. Data on factors affecting consumer buying behaviour
in tourism industry was collected using a semi-structured questionnaire. In this study,
on objective one and two quantitative techniques of analyzing data was used. While
objective three we adopt inferential analysis where by statistical tools adopted were
regression tests for analyses
The study observed there is an impact between demographic characteristics which
contains personal and psychological features to consumer buying behaviour, there is a
daily direct effect of consumer buying behaviour, consumption behaviour and pattern
as well as purchasing decision process caused by socio-cultural aspects one is into.
Moreover the study proved that price changes responses influence positive, neutral or
negative consumer buying behaviour depending on various aspects like product itself,
motive behind and market operations |
|
| dc.language |
en |
|
| dc.publisher |
Mzumbe University |
|
| dc.subject |
Investigate consumer behaviour |
|
| dc.subject |
Tourism industry-Tanzania |
|
| dc.title |
Factors affecting consumer behaviour in tourism industry |
|
| dc.type |
Thesis |
|