Perception of Local Made products among young Tanzanians: Evidence from Mzumbe University Mbeya Campus

Ansgar J. Sakaya


The study aimed at analyzing perception of local made products among young Tanzania consumers. Methodology used was a survey design. Data were collected through structured questionnaire. Stratified and simple random sampling strategies were used. The sample size was 200. Data were analyzed by use of factor analysis, multiple linear regression analysis, descriptive statistics, independent sample t-test as well as Pearson’s correlation analysis.

It has been found that, students have shown low level of beliefs despite having good spirits on domestic products. Product quality and fashions are major problems of locally made products. No significant factors are used by University students in judging foreign products purchase. Age and Sex have failed to support the phenomena of ethnocentrism among University Students.

The study has recommended to marketers and local manufactures to modify their marketing mix specifically to product as quality was indicated to be a major problem for local products and improving local industries. Improvement in the areas of quality function deployment (QFD), Marketers should design adverts demonstrating the value of using home products for the purpose of changing people’s attitude towards local made products, improvement of branding practices is also important. The government should rethink of reviving Technical schools, continue welcoming and encouraging foreign investors, investing in research and development also establishing online presence of locally made products and lastly is to practice a total or partial bun of those products imported often which are also produced in Tanzania.

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Research in Business and Management    ISSN 2330-8362

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