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The University of Dodoma University of Dodoma Institutional Repository http://repository.udom.ac.tz Business Master Dissertations 2014 Assessment of wine packaging effects on customer purchasing decision in Tanzania: a case of Hombolo and Miuji wine industries Waziri, Amina Mohamed The University of Dodoma Waziri, A. M. (2014). Assessment of wine packaging effects on customer purchasing decision in Tanzania: a case of Hombolo and Miuji wine industries. Dodoma: The University of Dodoma. http://hdl.handle.net/20.500.12661/1259 Downloaded from UDOM Institutional Repository at The University of Dodoma, an open access institutional repository. ASSESSMENT OF WINE PACKAGING EFFECTS ON CUSTOMER PURCHESING DECISSION IN TANZANIA: A CASE OF HOMBOLO AND MIUJI WINE INDUSTRIES By Amina Mohamed Waziri Dissertation Submitted in Partial Fulfillment of the Requirements for the Award of the Degree of Masters of Business Administration of the University of Dodoma The University of Dodoma October, 2014 CERTIFICATION The undersigned certifies that has read and hereby recommends for acceptance by the University of Dodoma dissertation entitled: “Assessment of Wine Packaging Effects on Customer Purchasing Decision in Dodoma Municipality: A Case Study of Hombolo and Mihuji” in partial fulfillment of the requirements for the Degree of Masters of Business Administration of the University of Dodoma. ……………………………………. Dr Mark Paul Diyammi (SUPERVISOR) Date ……………………………… i DECLARATION AND COPYRIGHT I, Amina Mohamed Waziri do hereby declare to University of Dodoma that this dissertation is a result of my own original work and that it has not been submitted for any degree award in any university for the award of the Degree of Masters of Business Administration of the University of Dodoma. Signature: …………………………..… No part of this dissertation may be reproduced, stored in retrieval systems or transmitted in any other forms or means, photocopying, electronic or mechanical recording or otherwise without the prior permission of the author or University of Dodoma on behalf. ii ACKNOWLEDGEMENT The finishing point of this study makes me recognizable with other people with unlike category in life. Those people who helped me in different ways discharge the study. I become conscious that without the help of these people I would not complete this work. In view of that, I express the cordial thanks to the Almighty God for giving me life and strength. I recognize the subsequent people and organizations that provided assistance during this study. Without their support this work would not have been possible. First and foremost, I deeply thank Dr Mark Paul Diyammi (my supervisor) for his help, guidance, liable and resourceful scholarly contribution to make this study feasible. He undertook the last of guiding me from the initiation of the study during its execution through to the final write up of the Dissertation. The constructive criticism suggestions and encouragement motivated me to hard work. With the deepest gratitude I wish to thank every person who has come into my life and inspired, touched and illuminated me though their presence. Thus, I am grateful to my guardian (Mr Farles V. Sanga), who invested the little he had in my life. I know a good number of friends who were academically excellent but were never sent to school. What can I give in return that equals to what you gave me? Absolutely nothing! (None!!!!!), with regular love accept my tons of thanks that come from the bottom of my heart. You always kept me moving. iii My special heartfelt goes to my sisters (Hawa Waziri and Anes Mahenge) and to my special friend (Tunnuh Mgonda) for their tolerance and inducing unavoidable income nieces coursed to them during the periods of study. For generously sharing their wisdom, love and divinity, I pay honor to appreciation to The CETAWICO and Precious Blood staffs in responding during data collection of data. May the Almighty God bless them. iv DEDICATION This study is dedicated to my uncle Mr. Farles V Sanga and my sisters Mrs. Hawa Waziri and Anes Mahenge for their moral, spiritual, financial and social support in my entire career life. Moreover; it dedicated to my lovely sister Mrs. Mary Maina for her cooperation and guidance during the preparation of this report. I can pay nothing but only prayer. v ABSTRACT This study analyses the effects of wine packaging on customer purchasing decision in Tanzania. The objective of the study was to discover customer purchasing decision in order to examine the effects and corrective measures to manage them. The study employed Cross-sectional research design whereby a sample size of 90 respondents was used. Data collection method and tools such as questionnaires, observation and reading official documents was used and analyzed descriptively by SPSS version 16 computer software by using the figures and tables. The findings show that packaging materials have the role of facilitating storage, use and convenience of the products, protect products due to the environmental condition packaging are functioned not only for price mechanism but also transit, for different environmental 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. Though, high cost of packaging materials and brand familiarity were challenges consumers encountered because some could not distinguish between wine products of different industries. The study recommends that the mode of payments, colour of the products, the appearance of the containers and the contained products must highly be regarded since it does attract consumers to buy the products. And policy makers have to understand and see a need for the adoption of packaging strategies so as to reach the lower income customer hence to maximize consumers' preferences by enhancing product quality in order to create a competitive advantage. vi TABLE OF CONTENTS CERTIFICATION ......................................................................................................... i DECLARATION AND COPYRIGHT .......................................................................ii ACKNOWLEDGEMENT .......................................................................................... iii DEDICATION ............................................................................................................... v ABSTRACT .................................................................................................................. vi TABLE OF CONTENTS ............................................................................................vii LIST OF TABLES ........................................................................................................ x LIST OF FIGURES ..................................................................................................... xi LIST OF APPENDICES .............................................................................................xii LIST OF ABBREVIATIONS AND ACRONYMS ................................................ xiii CHAPTER ONE ............................................................................................................ 1 INTRODUCTION AND BACKGROUND TO THE STUDY .................................. 1 1.0 Introduction ...................................................................................................... 1 1.1 Background to the Study .................................................................................. 2 1.2 Statement of Research Problem ........................................................................ 5 1.3 Objectives ......................................................................................................... 7 1.3.1 Main Objectives ................................................................................................ 7 1.3.2 Specific Objectives ........................................................................................... 7 1.4 Research Questions .......................................................................................... 7 1.5 Significance of the Study .................................................................................. 8 1.6 Scope of the Study ............................................................................................ 8 1.7 Limitations of the Study ................................................................................... 9 1.8 Summary ......................................................................................................... 10 CHAPTER TWO......................................................................................................... 11 LITERATURE REVIEW ........................................................................................... 11 2.0 Introduction .................................................................................................... 11 2.1 Definitions of the Key Concepts .................................................................... 11 2.1.1 Idea of Packaging ........................................................................................... 11 2.1.2 Types of Packaging Materials ........................................................................ 16 2.2 Consumers‟ Preference ................................................................................... 18 vii 2.3 Functions of Packaging for the Safety of Products .......................................

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