Author(s) :

Emmanuel Chao.

Volume/Issue :

Abstract :

Supermarkets are increasingly adopted new form of retail shopping especially for the middle to high-income earners in developing countries. The changes in the economic level of consumers tend to shift their purchase preferences but such a switch is not always automatic due to individual and contextual factors. Traditional retailing which is prevalent in most parts of developing economies range from micro, small to medium. In spite of the emergence of new forms of retail in most parts of developing economies of Africa, the success has not always been direct as less is understood in terms of consumer behavioural attributes and motives for visiting these supermakets. Understanding such motives is very important for the survival and performance of the supermarkets. For example some of the Kenyan supermarkets in Uganda did not manage to survive because they did not match with the consumer lifestyle and preferences. The preferences and behavioral attributes of consumers will likely vary from one country to the other and even from one region to the other within the same nation. With a special focus on Tanzanian context, the chapter intends to examine the factors which motivate consumers to purchase products from supermarkets.

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