Business Studies (BS)

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    Catalysts of actual purchase behavior: A theory of planned behavior analysis for local brand products in Tanzania
    (Kuala Lumpur International Business, Economics and Law, 2023-12-16) Mushi, Hellena Mohamedy
    Purpose – This article examined the factors influencing consumer behaviour to purchase local brand in Tanzania. A lot of research has been done on intention part but few studies have been done on the actual purchase behaviour on the side of local brand in Tanzania as a developing country. Therefore, this article attempts to examine the relationship between, price, quality, family and experience on actual purchase behaviour of local brand in Tanzania. Design/methodology/approach – This article used the Theory of Planned Behaviour (TPB). To achieve these objectives, a quantitative research approach was adopted. A cross sectional descriptive survey was done. Questionnaires used were 384 respondents from Dar-es-salaam, Tanzania. Analysis was performed using SMART PLS 4. Findings – The results show that price, family and experience have positive and significant impact on purchase intention. whilst, quality do not have a significant effect on purchase intention. Finally, intention has positive relationship with actual purchase behaviour of local brand in Tanzania. Research limitations/implications – The study's findings are specific to the Tanzanian context, and it may not be appropriate to generalize these results to other regions or countries with different cultural, economic, or social factors. The study appears to be based on cross-sectional data, which captures consumer behavior at a specific point in time. This approach may not account for changes in consumer preferences and behaviors over time. Practical implications –This research provides practical insights that can inform marketing strategies, product development, and policymaking in Tanzania's local brand market. By understanding the factors influencing consumer behavior, businesses and policymakers can make more informed decisions to support the growth and success of local brands while meeting the needs and preferences of consumers. Originality/value – The author contributes original insights specific to the Tanzanian consumer market, employs a multidimensional approach, applies a robust theoretical framework, and offers practical implications for businesses and policymakers. It enriches the academic literature on consumer behavior in emerging markets and provides actionable insights for promoting local brands effectively in Tanzania.