Factors Influencing Consumer Buying Behaviour in Imported Furniture: A Case Study of the Furniture Centre at RockCity Mall, Mwanza

Abstract

The purpose of this study was to look into the Factors Influencing Consumer Buying Behavior of Imported Furniture: A Case Study of Mwanza City. The study's objectives were to examine the social factors that influence the consumer purchasing behaviour of imported furniture, to identify the psychological factors that influence the consumer purchasing behaviour of imported furniture, and to identify the economic factors that influence the consumer purchasing behaviour of imported furniture. Data were collected using questionnaires from 256 respondents who are consumers of furniture products from Mwanza city. A simple random sampling technique was used to get the participants. Descriptive, inferential and regression statistical methods were used to analyze the data. The findings of the study revealed that social factors and economic factors have a strong influence on consumers buying behaviour for imported furniture. Specifically, family and culture are the social factors that influence consumer buying behaviour, and that, family influences consumer behaviour negatively while culture has a positive influence on consumer buying behaviour. Furthermore, personal income, price, quality of the product, and promotions and advertisements are the economic factors influencing consumer buying behaviour of imported furniture. Personal income, quality of the product, and promotions and advertisements are influencing consumer buying behaviour positively, while the price of the product has a negative influence on consumer buying behaviour. Psychological factors were found not to influence consumer buying behaviour. According to the study, management in the furniture sector should take into account the pricing of their goods and the various consumers' income levels to set prices that are in line with those of their customers. The management of the furniture sector should also endeavour to comprehend the various family values, the various cultural backgrounds of its clients, and the various socioeconomic levels.  Further studies should consider other categories of psychological factors.