School of Business (SOB)

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Welcome to the School of Business (SoB) Community at Mzumbe University Institutional Repository. Explore a wealth of scholarly works, research publications, and intellectual contributions from the dynamic academic community within the School of Business. Our repository showcases a diverse range of research outputs, including articles, conference papers, theses, dissertations, and more, reflecting the innovative and impactful research endeavors of our academic staff, researchers, and students. Discover cutting-edge insights in business administration, procurement and supply chain management, marketing , entrepreneurship, accounting and finance, and related disciplines. The SoB Community is committed to fostering knowledge dissemination, collaboration, and academic excellence. Whether you're a researcher, student, or enthusiast, delve into the wealth of knowledge generated by the School of Business community at Mzumbe University. Join us on a journey of exploration, discovery, and collaboration within the School of Business community's rich academic landscape. Stay informed, inspired, and connected through the diverse research contributions housed in our dedicated repository.

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Subject: search.filters.subject.Consumers

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Now showing 1 - 3 of 3
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    The role of packaging and its impact on consumers’ preferences: A case of Azam soft drinks products, Dar es salaam
    (Mzumbe University, 2013) Mwisho, Mwella, A.
    The study was conducted at Bakhresa Food Products Limited (BFPL) at Dar es Salaam. The study area was chosen because of being convenient to the researcher in obtaining data from the management and consumers of Azam products. However, upon these products, less has been done on Azam soft drinks products to explore the role of packaging and its impact on consumers‟ preferences for the success of the company; hence, requiring a study. The general objective of the study was to explore the role of packaging and its impact on consumers‟ preferences regarding Azam soft drinks products. Cross-sectional research design was used in the methodology. A sample size of 120 respondents was involved. Data collected were analysed descriptively by SPSS version 16 computer software. The findings showed that packaging materials have the function of facilitating storage, use and convenience of the products, protect products and consumers because these are performed not only for physical functions such as transit, but also for environmental influences such as moisture, gases, light, temperature etc. Likewise, social factors, the readily available/timely availability of the product and good packaging done by trained personnel were factors that influenced consumers‟ preferences and buying decisions. However, high cost of packaging materials and brand familiarity were challenges consumers encountered because some could not distinguish between Azam products and other products produced for example by Pepsi and Coca cola companies. The study concludes that the mode of payments, colour of the products and the appearance of the product did not attract consumers to buy the products. Yet, after sales services, education of the consumers, high cost of packaging materials and brand familiarity were challenges consumers encountered. Policy makers have to see a need for the adoption of packaging strategies to maximize consumers' preferences by enhancing product quality in order to create a competitive advantage.
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    Consumer perspectives towards buying green products: A survey of food sector in Tanga Municipality
    (Mzumbe University, 2018) Uhagile, Glory T
    The literature argues that there is greater health and environmental consciousness in the present day society, yet there still exist a huge green purchasing gap. This study, therefore, aimed at examining the consumer perspectives towards buying green food products and had specifically targeted to identify consumer self-perceptions in buying green food products, analyzing the consumer price perceptions in buying green food products, and analyzing consumer environment perceptions in buying green food products. After thorough literature review, the researcher proposed significant relationships between each perspective and the buying intention. This survey study was deductive in nature where theories of planned behavior and consumer perspectives were tested. Quantitative data were collected in a cross-sectional manner, using a well-structured questionnaire given to a sample of 399 respondents. Statistical Package for Social Science (SPSS) version 22 and AMOS version 23 was employed in the analysis of data. Study findings reveal that consumers‟ actual buying decision is highly influenced by their health benefit perceptions of green food products. Perceptions of food quality and its safety were also found to be good predictors of consumers‟ actual buying decision that affect it positively contrary to price which influenced the same negatively. On the other hand, environmental perceptions showed no significant relationship to buyers‟ actual buying decision. The findings are consistent with most previous studies in the sense that all self-perceptions and price proved to significantly affect buyers buying decision, while environment perceptions surprisingly revealed an uncertain relationship to actual buying decision. These findings can help marketers of green food products to increase and diversify their markets through making right promotions. This can be by focusing on the most important factors proved to have more influence on buyers‟ actual decision to buy, for example; focusing promotions on health benefits than environmental ones. Successful green campaigns can be done by strategizing the focus on most influential factors for green food consumption.
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    Factors influencing consumers’ adoption of mobile commerce in Tanzania: A case of Ilala district in Dar es salaam region in Tanzania.
    (Mzumbe University, 2017) Msonge, Hima .E.
    The purpose of this study was to analyze factors influencing consumers‟ adoption of mobile commerce in Tanzania, a case of Ilala district in Dar es Salaam region. The specific objectives were to determine the relationship between Demographic variables and consumers‟ adoption of mobile commerce in Tanzania. Determine the relationship between Perceive Ease of Use of m-commerce and consumers‟ adoption of m-commerce in Tanzania, determine the relationship between Perceive Behavioral Control of m-commerce and consumers‟ adoption of m-commerce in Tanzania; determine the relationship between Perceive Trust of m-commerce and consumers‟ adoption of m-commerce in Tanzania and determine the relationship between Perceive Usefulness of m-commerce and consumers‟ adoption of m-commerce in Tanzania The study used a cross sectional research design with a sample of 132 respondents who were randomly and purposively selected from a population. A structured close ended questionnaire was used. The collected data were analyzed by logit regression as to determine the relationship between variables and also reliability test was tested to analyze the reliability of the variables The study identified that, perceived behavioral control and Demographic variables such as age, gender, and marital status were statistically insignificant and negatively influence consumers‟ intention to adopt M-commerce. Perceived ease of use, perceived usefulness, perceived trust were statistically significant and positively influencing consumers‟ intention to adopt mobile commerce, while perceived cost was statistically significant with a negative influence towards consumers‟ intention to adopt M-commerce. The result of this study will guide companies and individuals that offer M-commerce related products in the selection of digital products and in achievement of future commercial opportunities Mobile operators such as Tigo, Airtel, Vodacom, Zantel, Sasatel, Halotel and TTCL companies should create a high internet Speed so as to eliminate the problem of internet when using mobile commerce, also they must provide convenience and puts these operators at the speedy Wi-Fi and 4G connections.