An assessment of the factors influencing the buying behaviour of milk consumers in dar-es salaam region:
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Date
2006-09
Authors
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Publisher
Kampala International University, College of Economics and Management
Abstract
The study aims at assessing factors influencing consumer-buying behaviour of milk
consumers in Tanzania a case study of Kinondoni district. It aims at investigating
consumers' awareness on importance of milk for their health; and determining the
impact of quality, distance from source of supply and socio-cultural factors on milk
consumption. The data for the study were collected and through questionnaires and
interview to a random selected sample of 83 individuals in fourteen wards of the
study case area. The data was analysed using SPSS where descriptive statistics such
as graphs, frequency and cross-tabs were used.
Results showed that consumers are aware of the benefits of milk to their health and it
is the most preferred drink to other drinks. Also quality and distance from the source
of supply have been found to have a significant influence on consumption.
Furthermore, age, marital status and ethnic origin are the socio-cultural factors that
were observed to affect milk consumption.
Thus, increasing milk consumption requires improving and/or maintaining milk
quality, ensures reduce the distance between consumers and source of supply.
Also education on variety of uses of milk, functions of nutrients found in milk,
production process, and storage. Lastly, school milk feeding program should be
taken seriously to build long-term future milk production.
Description
A research report submitted in partial fulfillment of the requirements for the a ward of a Bachelors of International Business administration of Kampala International University
Keywords
Buying behaviour, Milk consumers