CONSUMERS’ ATTITUDES TOWARDS PURCHASING LOCAL AND FOREIGN MADE LEATHER PRODUCTS IN DODOMA REGION, TANZANIA

`Maziku Petro, Assenga Nestory, Msacky Richard, Mwanaidi Shaffii

Abstract


This study assessed the factors influencing the consumers’ attitudes and preference toward purchasing local and foreign made leather products in Dodoma region. A cross sectional design was employed during the survey. The sample of 120 respondents was randomly selected from the five wards in Dodoma city namely Viwandani, Makole, Majengosokoni, Hombolo and Mbalawala were interviewed. Study results indicate that attitudes of consumers toward purchasing local and foreign leather products in Dodoma region were influenced positively by durability, fashionableness and attractiveness. Contrary, price of product displayed a negative relationship with the decision of leather consumers to purchase local or foreign products. The study concluded that durability, attractiveness and fashionableness influenced the decision of consumers to purchase leather products in Dodoma city. It is therefore, recommended that the Ministry of Livestock, Fisheries Development in the collaboration with Ministry Industry and Trade and Local government authorizes to provide production and marketing education to producers and manufacturers of the leather product to improve quality and the attractiveness of the product to meet consumer preference.


Keywords


Consumer Attitude, Leather Products, Dodoma, Tanzania

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