Analyzing the Influence of Business Customer Behavior on Online Shopping Trends for Tanzania Breweries Plc Brands in Mwanza Region, Tanzania
This study analyzes the influence of business customer behavior on online shopping trends for Tanzania Breweries PLC (TBL) brands in Mwanza Region. The research was driven by low adoption of TBL’s online shopping platforms despite growing national internet use and digital marketing. A cross-sectional research design was applied, and data were collected from 324 bar owners and distributors through structured questionnaires. Quantitative data were analyzed using descriptive statistics and binary logistic regression to assess the effect of brand offer, trust, and security concerns on online shopping behavior. The findings show that concerns about platform security, trust in digital transactions, delivery reliability, and internet costs affect online purchasing decisions for TBL products. The study concludes that improving trust, enhancing security features, and expanding digital literacy among business customers are critical to strengthening online shopping engagement for TBL brands in Mwanza.
Keywords: Online shopping, consumer behavior, trust, security
