Assessing technological factors influencing consumer buying behavior on household products in Tanzania:

Abstract

The development of internet and its easy accessibility has lead to an increase in e-commerce in recent years. Online shopping has significantly increased, and has become a common activity on the internet apart from email uses and web browsing. The present paper examined how technology factors influence consumer buying behavior on household products in Tanzania. In particular, the paper attempted to determine what influenced the consumer to purchase household products, taking into consideration the technological developments in marketing and shopping. The sample of this study comprised of 96 consumers of household products in Dar es Salaam. Convenience sampling was used to select the respondents from the social media through Google form. This study used cross-section research design since it allows comparison of many different variables. The study revealed that several factors influenced the consumer buying behavior of household products, including: internet connectivity, reliable power supply, social media, digital payment systems, privacy and security of financial information, and quality product information. The findings also showed that the respondents reported several strategies to enhance consumers’ utilization of digital marketing, including: social media marketing, clear information about the products or services, brand awareness, assurance of consumers financial information security and reliable internet connectivity.