FACTORS MOTIVATING CONSUMERS TO VISIT SUPERMARKETS IN DEVELOPING ECONOMIES

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.

Other Customer Perceptions, Value Co-creation Behaviour and Perceived Benefits: Evidence from Small Size Hairdressing Salons

Abstract

This study aimed at relating other customer perceptions, value co-creation behaviour and perceived benefits in service SMEs, particularly hair dressing salons. A structured questionnaire to patrons of hair dressing salons in Dar es Salaam, Tanzania yielded 220 cases. An exploratory factor analysis was employed in validating and selecting the respective items under the three study variables. A multiple linear regression was employed to test the hypotheses. The results indicate that other customer perceptions and value co-creation behaviour significantly influence the patrons’ perceived benefits derived from salon experience. Practically, the results offer insights on how service SMEs can strategically manage their customers. Theoretically, the findings improve our understanding of the relationship between the three study variables that are yet to be tested under different contexts. The study avails valid instruments for other customer perceptions and value co-creation behaviour that can be used in similar studies. Cross sectional survey from a single country (Tanzania) might not reflect other contexts, thus calling for more studies in different contexts. The study has taken a new approach on value co-creation by integrating perception of other customers and service providers’ effects on perceived value in the context of small and medium hair dressing saloon.

ONLINE CONSUMER BUYING BEHAVIOR: DRIVERS AND DETERMINANTS

Abstract

Increasingly the adaptation of online business, has accelerated a need for understanding the consumer buying behaviour at a digital space. The general objective of this study was to assess the drivers and determinants of online consumer buying behaviour. The cross-section research design method was used in this research, whereby a non-probability sampling technique was used and a population sample size of 211 respondents was selected. Primary data were collected using a structured questionnaire and the data was quantitative analyzed. Findings showed that, Perceive ease of pay, perceived value for money, website ease of use and experience have a positive impact on the intention to buy the online products.

SUSTAINING TOURISM SECTOR IN POST COVID ERA: ASSESSING FACTORS FOR PROMOTING DOMESTIC TOURISM

Abstract

Globally tourism plays an essential role in economic development but majority part of the tourism traffic especially in developing economies comes from international travellers with very little contribution from domestic tourists. Sustaining tourism sector increasingly is demanding for more attention to local tourists especially after a hard experience from COVID pandemic. This study used a crossectional survey of local residents from Tanzania to assess the factors that drives domestic tourism so as to provide key insights on how to sustain the sector. Findings indicate that the demographic indicators such as age, was found to have a positive influence on domestic tourism. Economic indicators such as income, entrance fee and tourism associated costs have found to influence the potential for domestic tourism. Both awareness and experience were also found to have a positive influence on domestic tourism