CONSUMERS’ ATTITUDES TOWARDS PURCHASING LOCAL AND FOREIGN MADE LEATHER PRODUCTS IN DODOMA REGION, TANZANIA

Authors

  • `Maziku Petro
  • Assenga Nestory
  • Msacky Richard
  • Mwanaidi Shaffii

Keywords:

Consumer Attitude, Leather Products, Dodoma, Tanzania

Abstract

This study assessed the factors influencing the consumers’ attitudes and preference toward purchasing local and foreign made leather products in Dodoma region. A cross sectional design was employed during the survey. The sample of 120 respondents was randomly selected from the five wards in Dodoma city namely Viwandani, Makole, Majengosokoni, Hombolo and Mbalawala were interviewed. Study results indicate that attitudes of consumers toward purchasing local and foreign leather products in Dodoma region were influenced positively by durability, fashionableness and attractiveness. Contrary, price of product displayed a negative relationship with the decision of leather consumers to purchase local or foreign products. The study concluded that durability, attractiveness and fashionableness influenced the decision of consumers to purchase leather products in Dodoma city. It is therefore, recommended that the Ministry of Livestock, Fisheries Development in the collaboration with Ministry Industry and Trade and Local government authorizes to provide production and marketing education to producers and manufacturers of the leather product to improve quality and the attractiveness of the product to meet consumer preference.

References

Ajzen, I. and Fishbein, M. (2002). Perceived Behavioural Control, Self-Efficacy, Locus of Control, and the Theory of Planned Behaviour. Journal of Applied Social Psychology, 32, 665-683.

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social

Al-Suqri, M. N., & Al-Kharusi, R. M. (2015). Ajzen and Fishbein's Theory of Reasoned Action (TRA) (1980). In Information Seeking Behavior and Technology Adoption: Theories and Trends (pp. 188-204). IGI Global. https://doi.org/10.4018/978-1-4666-8156-9.ch012

Aschale, Y (2018). Consumers’ Attitudes towards Imported Shoe Products in

behavior. Englewood Cliffs, NJ: Prentice-Hall.

Chaniotakis, I.E., Lymperopoulos, C., and Soureli, M., (2010). Consumers’ intentions of buying own-label premium food products. Journal of product and Brand Management. Vol 19(5). pp.327-334.

China, C. R.and Ndaro, MS. (2016). A Review on Tanzanian Leather Value Chain Status.African Journal of Science and Research, (5)4:55-60.

Cochran (1977). Sampling Techniques Third Edition. Harvard Univesity, Lodon, Uk

Conroy, E., Hyde, A and Doerksen, S. (2010), "Implicit Attitudes and Explicit Motivation Prospectively Predict Physical Activity", Annals of Behavioral Medicine, 39, 112-118.

Conroy. P. (2010). Brand loyalty and the impact of private label products. Deloitte Debates, Available from: http://www.deloitte.com/us/brandloyalty. [Accessed 7th March 2011].

Ferguson,J. (2008) “Country-of-origin effects in service evaluation in emerging markets: some insights from five West African countries.†Journal of Business & Industrial Marketing, Vol. 23: 6, pp.429 - 437.

Florent, N., Kalimang’asi, N. and Majula, R. (2014). Determinants of Consumers` Attitudes on Imported Products in Tanzania: The Case Study of Dodoma Municipal. International Journal of Scientific and Research Publications, Volume 4(11), pp 1-6.

Jaafar, S., Ein Lalp, P. and Mohamed, M. (2013). Consumers’ Perceptions, Attitudes and Purchase Intention towards Private Label Food Products in Malaysia.Asian Journal of Business and Management Sciences , Vol. 2(8) 73-90.

Kotler, P. (2001). A Framework for Marketing Management, 11th ed., N J: Pearson Prentice Hall, , ch. 8, pp. 230-233.

Lee, M. (2014), "The Effects of Product Information on Consumer Attitudes and Purchase Intentions of Fashion Products Made of Fur,Leather, and Wool".Graduate Theses and Dissertations. 13840.https://lib.dr.iastate.edu/etd/13840.

Majaliwa, C. and Nkwame, M. (2016), RCs directed to set aside ample grazing areas. [Daily news]. Retrieved from http://dailynews.co.tz/index.php/home-news/49914

National Bureau of Statistics of Tanzania (2012). Population statistics in maps and charts for theregions, districts, wards, cities and urban localities in Tanzania.[www.citypopulation.de/Tanzania.html] site visited on 6/3/2016.

Opoku Robert A. and Patrick A. K. Akorli (2009). “The preference gap: Ghanaian consumers‟ attitudes local and imported products.†African Journal of Business Management, Vol. 3 (8). pp.76-80.

Sarah Mmari, John Safari, James Lwelamira (2015). Consumers’ Perceptions on Packaging of Processed Food Products in Dodoma Municipality, Tanzania, Social Sciences. Vol. 4, No. 4, 2015, pp. 77-81. doi: 10.11648/j.ss.20150404.11

Steenkamp, J.-B.E.M. and van Trijp, H.C.M. (1989), "Quality Guidance: A Consumer-Based Approach for Product Quality Improvement," in Proceedings of the 18th Annual Conference of the European Marketing Academy, ed. G.J. Avlonitis, Athens (Greece): EMAC, 717-736.

Sukdeo, N. and Mashao, E. (2018). Factors That Influence Consumer Behavior in the Purchase of Durable Household Products.Proceedings of the International Conference on Industrial Engineering and Operations Management, July 26-27, 2018, Paris, France.

URT. (2013). Population Distribution by Age and Sex. Dar Es Salaam: National Bureau of Statistics

Ying, Li, Zhang, Z and Zhao, Y. (2016). Analysis on influencing factors of consumers' purchasing behavior online for furniture: a case study on furniture malls and business centers in Harbin. Conference: the 18th Annual International Conference, Harbin. DOI: 10.1145/2971603.2971606.

Downloads

Published

2019-11-14

How to Cite

Petro, `Maziku, Nestory, A., Richard, M., & Shaffii, M. (2019). CONSUMERS’ ATTITUDES TOWARDS PURCHASING LOCAL AND FOREIGN MADE LEATHER PRODUCTS IN DODOMA REGION, TANZANIA. Business Education Journal, 5(2). Retrieved from https://bej.cbe.ac.tz/index.php/bej/article/view/177

Issue

Section

Business Studies

Most read articles by the same author(s)