FACTORS INFLUENCING CONSUMERS ' CONVENIENCE SHOPPING OF INDUSTRIAL PRODUCTS: A STUDY OF KINONDONI DISTRICT

Abstract

The organised 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 is bound to increase. Hence, it is very difficult for retailers to maintain an advantageous position only by offering good products, reasonable prices and effective promotions; they have to offer convenience shopping to be able to reap profits. This could stimulate consumers ' shopping behaviour and enhance consumer perceived value and repeat visits in retail shops. This article analyses factors influencing consumers ' convenience shopping of industrial products, in Kinondoni District. Data was collected from 300 respondents in retail shops, and analysed descriptively. Multiple Linear Regression Analysis was used to test the hypotheses. It was found that location, salesperson, products layout and customer services are important factors that influence consumers ' convenience shopping of industrial products. The study suggests that for the retail shops to be competitive in the market, they should consider these factors. This study provides empirical evidence on factors influencing consumers ' convenience shopping of industrial products in developing economies.