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The Influence of Brand Perception on Consumer Buying Decision in Tanzania, A case of Vodacom Tanzania

Year: 2024

Type: article

Abstract: The study examined the influence of brand quality on consumer purchasing decisions within Tanzania's telecommunications sector, focusing specifically on Vodacom Tanzania. Conducted in Dar es Salaam, the research utilized a cross-sectional design and involved a sample of 294 customers selected through convenience sampling. Data were collected via a structured questionnaire and analyzed using regression method. The findings revealed that perceived brand quality significantly positively influences consumer buying decisions. Consequently, the study concludes that higher perceived brand quality correlates with an increased likelihood of purchase. Therefore, a key recommendation is for telecommunications brands to prioritize enhancing their perceived quality to positively impact consumer buying behavior.

Source: International Journal For Multidisciplinary Research

DOI: 10.36948/ijfmr.2024.v06i06.29909

Authors: WAKIRYA JOHN MARWA -, ROBERT MAKORERE -

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4404187373

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