Consumer demand for branded and packaged processed foods: the case of rural and urban towns in Tanzania

Thumbnail Image



Journal Title

Journal ISSN

Volume Title


Agricultural Economics Society of Tanzania


This paper elicit the demand for packaged and branded processed food products in selected urban and rural towns of Tanzania, where 630 consumers were randomly selected from two urban and four rural towns based on their size and distance from the primary city Dar es salaam. Garrett’s Ranking Technique and Multinomial Logistic Model were used to assess consumer’s purchasing habits and drivers of choices for branded and packaged processed foods. Results show that there are variations and some similarities in consumer habits in rural and urban towns, and in small and big towns on: - the type of processed foods bought, source of processed food, preference on brand types and drivers of consumer choices. The study shows that majority of the consumers in urban towns are driven by “quantity” while the rural consumers are driven by “storage” when buying packaged maize flour; on the other hand, “large volume” drives urban consumers, and “safety” rural consumers when buying packaged edible oil. In addition, the study showed that consumers from both rural and urban towns prefer branded to unbranded products due to their preference for “good sensory attributes”. Furthermore, results from the Multinomial Logistic Model report education, income, level of refinement and price to have a significant influence on the choice of a brand type for edible oil; while household size, trust, safety and nutrition are important factors influencing the choice of a brand type for maize flour. Implying choice of brand is different for different products, depending on the proliferation of these brands.



Processed Food, Rural, Urban, Brand, Package, Maize Flour, Cooking Oils