CONSUMER DETERMINANTS IN BAKERY PRODUCT PURCHASES: EVIDENCE FROM ROYAL OVEN, MWANZA.
Purpose of the Study: This study aimed to examine the influence of product price, product quality, and product features on consumer decision-making for differentiated bakery products at Royal Oven Bakery in Mwanza City, Tanzania. The research sought to identify the key factors shaping consumer preferences and purchase intentions in a competitive bakery market.
Methodology: The study adopted a positivist research philosophy and a quantitative research approach. A cross-sectional research design was employed, targeting a population of 237 daily bakery consumers. A sample of 147 respondents was selected using convenience sampling. Data were collected through structured questionnaires with closed-ended questions and analyzed using SPSS Version 26. Descriptive statistics, Pearson correlation, and multiple regression analyses were employed to examine the relationships between product attributes and consumer decision-making.
Findings: The results indicated that product features had the strongest positive influence on consumer decision-making (B = 0.351, β = 0.475, p < 0.001), followed by product quality (B = 0.251, β = 0.335, p = 0.002) and product price (B = 0.215, β = 0.203, p = 0.007). Correlation analyses revealed strong interrelationships among product price, quality, and features, highlighting the combined effect of these marketing elements on consumer purchase behavior. Consumers prioritize sensory attributes, innovative features, and value perception when selecting bakery products.
Originality: This study contributes to the literature by focusing on the Tanzanian bakery sector, an underexplored context, and provides empirical evidence on the combined effect of product price, quality, and features on consumer decision-making for differentiated bakery products.
Practical Implications: The findings offer actionable insights for bakery operators like Royal Oven Bakery, emphasizing the importance of maintaining high product quality, innovating product features, and adopting competitive pricing strategies to enhance customer satisfaction, loyalty, and market competitiveness.
Social Implications: By understanding consumer preferences and promoting quality bakery products, the study supports healthier, satisfying, and culturally appropriate food choices while contributing to the development of local businesses and employment in Mwanza City.
Keywords: Consumer decision-making, product quality, product features, product price, bakery products, Tanzania, Royal Oven Bakery
