Factors Influencing Consumers’ Convenience Shopping of Industrial Products: A Study of Kinondoni District
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Date
2017-08
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University of Dar es Salaam Business School
Abstract
The organized retail shops of Tanzania are facing intense competition. With the opening of new shops and coming in of international brands due to free market economy, this competition has further intensified. Hence it is very difficult for retailers to maintain an advantageous position only by offering good products, reasonable prices and effective promotions. In such a situation, offering convenience shopping can be profitable for retailers. It can stimulate consumers’ shopping action and then can result in
enhancing consumer perceived value and repeat visits in retail shops. This paper analyzes factors influencing consumers’ convenience shopping of industrial products. Study area is Kinondoni district. Data was collected from 300 respondents in retail shops, and analyzed descriptively. Multiple Linear Regression analysis was used to test the hypotheses. It was found that location, salesperson, products layout and customer services are the factors that influence consumers’ convenience shopping of industrial products. The study suggests that for the retail shops to be competitive in the market place, they should consider these factors. This study provides empirical evidence on factors influencing consumers’convenience shopping of industrial products in developing economies
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Keywords
Convenience shopping, location, salesperson, products layout, customer services