Behavioural determinants influencing the purchase of imported and locally made apparel among consumers in Dar es salaam, Tanzania
Loading...
Date
2022
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Sokoine University of Agriculture
Abstract
Behavioural determinants; namely cultural, social, personal, psychological and
demographics influence consumers apparel purchase. However, there is scarce
information about behavioural determinants and purchase of apparel among
consumers in Dar es Salaam, Tanzania. Hence, this study needs to explore the
behavioural determinants influencing the purchase of imported and locally
made apparel among consumers in Dar es Salaam in Tanzania. The objectives
of this study were: identifying the consumer demographic determinants that
influence purchase of imported and locally made apparel; establishing the
consumer purchase of imported and locally made apparel and examining the
influence of behavioural determinants on the choice of apparel, choice of
shopping outlets, quantity, apparel expenditure, frequency to purchase apparel
and a model for behavioural determinants. The study adopted a cross-sectional
analytical design. It involved a sampled population of 422 respondents (206
males and 216 females) aged above 18 years. Purposive sampling was used to
select shopping outlets, while a systematic random sampling was used to select
consumers for interview at the main outlets. Primary data were collected using
a questionnaire and an interview schedule. Quantitative data were analysed
using descriptive statistics, chi-square, logistic regression and multiple linear
regression while qualitative data were analysed based on themes and subĀ
themes of the related variables. The results showed that 88.1% of the
respondents purchased imported apparel of which 53.3% purchased apparel
from second-hand apparel markets. The findings revealed that males were
1.693 less likely to purchase locally made apparel than females (/?=0.001).
Respondents aged 18-25 ( jj -Q.OQ 1), 26-35 (p=0.018) and 36-45 (p=0.004) were
less likely to purchase locally made apparel compared to respondents aged
above 56 years. Moreover, respondents with Secondary (p=0.004), Certificate
and Diploma (/?=0.029) education were less likely to purchase imported
apparel compared to respondents with Bachelor degrees. The findings also
revealed that 45% of behavioural determinants influenced respondents to
purchase apparel. Cultural beliefs, social values, ethical and religious values,
social status, social media, apparel loyalty, self-concept, perception and
respondents' lifestyle were significant led respondents to purchase apparel.
Cultural determinants were significant and less likely influenced respondents to
go to shopping malls, second-hand apparel markets, boutiques and apparel
shops to purchase apparel. Social, personal and psychological determinants
significantly influenced respondents to choose shopping malls, apparel shops
and second-hand markets to purchase apparel. Behavioural detenninants
significantly influenced respondents on the quantity, apparel expenditure and
the frequency of purchase of apparel (/?<0.05). A model for behavioural
determinants was developed based on demographics, cultural, social, personal
and psychological variables to provide insight towards the purchase of apparel.
The study recommends that retailers should study the apparel market and
supply apparel based on consumers' preferences. It is suggested that the
government should set a policy intended to promote locally made apparel to
public sectors, parastatal organisations and other NGOs to to wear on every
Friday of the working day and on the national public events.
Description
PhD Thesis
Keywords
Consumers, Behavioural determinants, Locally made, Purchase of imported