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This study assessed the determinants the buying behaviors of Yokohama tires among
retail customers in Dar es Salaam region. The study area was in Diamond Motors’
Ltd (DML), and the total of 115 respondents, 25 selected dealers who are selling
Yokohama tires,20 Diamond Motors Ltd staffs and 70 individual customers
responded. Being one of the quality brand of tire in the world, it doesn’t seem to do
well in the Tanzania market, this study particularly sought to identify the influence of
pricing of Yokohama tires; to examine the effect of quality of Yokohama tires and; to
assess the effect of Yokohama tire availability on customers’ buying behavior among
retail customers in Dar es Salaam region.
A convenient research method was employed in this dissertation, and primary and
secondary data were collected. Structured questionnaires and interview were
particularly used in data collection. The study included 115 respondents to the
determining of factors of customers’ buying behavior of Yokohama tires in Dar es
Salaam.
In this study the researcher found out that, 63% of the respondents agreed that
Yokohama tires are expensive, 91% of the respondents admitted that the quality of
Yokohama tires is being appreciated by customers; whereas 69% of the respondents
admitted that Yokohama tires are not easily available in the market.
The findings further revealed that, distributor, dealers and consumers all know the
importance of making correct decision on which tire they would prefer. Lack of
proper advertisement hinders the chances of Yokohama Tires to excel in the current
market. Moreover, despite the quality Yokohama tires possess; the price and
availability seems a stumbling block such that it is recommended for distributor to
take action and find a way out so that Yokohama tires are available in the market at
an affordable cost to all kind of customers |
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