The Influence of Brand Perception on Consumer Buying Decision in Tanzania, A case of Vodacom Tanzania

Author(s)	WAKIRYA JOHN MARWA, ROBERT MAKORERE
Country	Tanzania
Abstract	The study examined the influence of brand quality on consumer purchasing decisions within Tanzania's telecommunications sector, focusing specifically on Vodacom Tanzania. Conducted in Dar es Salaam, the research utilized a cross-sectional design and involved a sample of 294 customers selected through convenience sampling. Data were collected via a structured questionnaire and analyzed using regression method. The findings revealed that perceived brand quality significantly positively influences consumer buying decisions. Consequently, the study concludes that higher perceived brand quality correlates with an increased likelihood of purchase. Therefore, a key recommendation is for telecommunications brands to prioritize enhancing their perceived quality to positively impact consumer buying behavior.
Keywords	brand perception, consumer buying decision,buying behavior
Published In	Volume 6, Issue 6, November-December 2024
Published On	2024-11-05
Cite This	The Influence of Brand Perception on Consumer Buying Decision in Tanzania, A case of Vodacom Tanzania - WAKIRYA JOHN MARWA, ROBERT MAKORERE - IJFMR Volume 6, Issue 6, November-December 2024. DOI 10.36948/ijfmr.2024.v06i06.29909
DOI	https://doi.org/10.36948/ijfmr.2024.v06i06.29909
Short DOI	https://doi.org/g8qfvz

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