An Exploration into Consumer Motives on Buying Mobile Phone: A Case of Kinondoni Municipality, Dar es Salaam

This study examined consumer motives on purchasing mobile phones in Kinondoni municipality. Based on theoretical and empirical literature review various motive where identified which includes: properties referred to core function of mobile phone, Condition which basically covered events i.e. theft and sales promotion, reference groups and post purchase experience on consumer buying of mobile phone. The study employed a holistic explanatory case study research design where participants visited two mobile shops (VODA and SUMSUNG) located at Mwenge within Kinondoni municipal were selected at random. Data analysis was done using figures, tabulation, comparison and strong explanation building. Key findings of the study revealed that forces on one hand and individuals around consumers on the other, induce and influence cell phone evaluation, selection and ultimate purchase. It was also revealed that consumers learn from their past purchases and change behaviour accordingly. Following the key findings, it is therefore recommended that manufacturers and advertising agents should study, understand and address motives consumers seek in their products other than bare functions of their products perform in the market. Must also make sure that their products are performing to consumer expectations at the very first time they a market. It is important that businesses follow up after purchase evaluations.

Level dc:type.qualificationlevel

masters

Grantor dc:publisher.institution

The Open University of Tanzania

Year dc:date.issued

2013

Author dc:creator

• Lyakurwa, Neema Didas

• 658 Gerneral management

Language dc:language

en