Factors Affecting Consumer Buying Behavior towards Local Brands in Zambia: A Consideration of the Product Preference
Downloads
Recent economic growth trends in Africa have heightened industry awareness of the market potential of many African countries including Zambia. As a result, academics are becoming increasingly interested in learning about African customers' attitudes, tastes, and behavior. The majority of the investigations on the factors affecting consumer behavior have been done predominantly from the Western marketing viewpoints, and the results have been informative in the sense that they confirmed and extended existing marketing models. In view of this, this paper brings out the Zambian perspective of consumer buying behavior. There has been an increase in the sale of imported FMCGs in Zambia, hence this motivated the investigation on the factors that motivate consumers when buying the products. The results indicate that quality, price, and availability influence consumer buying behavior in Zambia. The results further suggest that consumers in Zambia prefer imported FMCGs. The recommendation, therefore, is that manufacturers should take into consideration the factors affecting consumer behavior when producing FMCGs. The gap in understanding consumer buying behavior in less developed countries like Zambia has existed since 1986 when Bbenkele (1986) found that product shortages had an impact on brand loyalty in Zambia.
Albari, N., & Safitri, I. (2018). The influence of price on consumers purchasing decisions. Review of Integrative Business and Economics Research, 7(2), 328-337.
Adofo, A. O. (2014). The effect of beauty product packaging on consumer buying decision: A case of selected shops in the New Juabeng Municipality, Ghana. The Business & Management Review, 5(3), 14.
Ali, M. A., & Ramya, N. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76-80.
Amankwah, M. O. (2017). Determinants of Purchase Decisions of Consumers of the Products of Nestle Ghana. Accra.
Angasa, A., & Kinoti, W. (2013). Factors Affecting Consumer Perception Of Kenyan Manufactured Fast Moving Consumer Goods In The East African Community. A Case of Laundry Detergents Products. DBA Africa Management Review, 3(2), 108-123.
Arsil, P., Li, E., & Bruwer, J. (2016). Perspectives on consumer perceptions of local foods: a view from Indonesia. Journal of International Food & Agribusiness Marketing, 26(2), 107-124.
Bajde, D., & Ottlewski, L. (2016). Cultural challenges of social-economic innovation: The Case of Housing for help. Consumer Culture Theory, 18, 93-107.
Bassiouni, D., & Hackley , C. (2014). Eration Z children's adaptation to digital consumer culture: A critical literature review. Journal of Consumer Behavior, 13(2), 113-133.
Bbenkele, E. (1986). Understanding consumer behavior in less developed countries: An empirical investigation of the Brand loyalty in Zambia. The University of Stirling OF STIRLING.
Blackwell, R. (2001). Consumer behaviour (10 ed.). Thompson South Western: Mason. Retrieved from http://www.scielo.org.za/pdf/acom/v17n1/22.pdf
Charton-Vachet, F., & Lombart, C. (2018). Impact of the link between individuals and their region on the customer-regional brand relationship. Journal of Retailing & Consumer Services, 43, 170-187.
Check, J., & Schutt, R. K. (2012). Research methods in Education. Thousand Oaks: Sage Publications.
Cranfield, J., Henson, S., & Blandon, J. (2012). The effect of attitudinal and sociodemographic factors on the likelihood of buying locally produced food. Agribusiness, 28(2), 205-221.
Darko, E. (2012). The Influence of Sales Promotion on Consumer Buying Behaviour in the Telecom Industry: The Case of Vodafone Ghana. Accra.
Darku, E., & Akpan, W. (2020). Selling culture: A buy local campaigns in the Ghanaian and South African textile and clothing industries. Journal of Enterprising Communities, 14(4), 643-662.
Darley, W., Blackson, C., & Luethge, D. J. (2010). Towards an integrated framework for online consumer behavior and decision making: A review. Psychology and Marketing, 27(2), 94-116.
Debasis, B. (2015). Impact of different facets of product involvement and consideration set on teens family purchase decision making: A multivariate analysis. African Journal of Marketing Management, 7(3), 32-41.
Dobbelstein, T., Mason, R. B., & Kamwendo, A. (2020). Consumer perceptions of critical success factors for small local consumer brands. Studia Universitatis Babes-Bolyai Oeconomica, 65(2), 66-76.
Domie, S. P. (2013). Assessing the factors that influences consumer switch from local to imported products: A case study of Kasapreko Company Limited-Ghana. Accra.
Dudovskiy, J. (2015). Review Consumer Behavior and Factors Affecting on Purchasing Decisions. Singaporean Journal of Business Economics, 10(1), 15.
Dwi, M., & Nyoman, Y. N. (2020). Factors affecting the purchase of local agricultural comodities. Bali: University of Udayana.
Elliott, G., & Cameron, R. C. (1994). Consumer perception of product quality and country-of origin effect. Journal of International Marketing, 2(2), 49-62.
Engel, J., Kollat, D. T., & Blackwell, R. D. (1968). Consumer behavior. New York: Rinehart &Winston.
Etikan, I., & Bala, K. (2017). Sampling and sampling methods. Biometrics and Biostatistics International Journal, 5(6), 215-222.
Heetkamp, A., & Tusveld, L. R. (2011). Origin Management: Rules of origin in free trade agreement. Irish Journal of Management, 10, 41-72.
Hoffman, K., & Bateson, J. E. (2016). Services marketing: concepts, strategies and cases (5 ed.). Boston: Cengage Learning.
Islam, M., Perveen, R., Islam, S. M., & Ahamed, B. (2015). Factors affecting consumers purchasing decision of toiletries products: an empirical study on square toiletries in khulna city. Elixir International Journal, 72-80.
Karedza, G., & Sikwila, M. (2017). The Impact of Packaging Designs on Consumer Buying behaviour of FMCG during the hyperinflationary and after the dollarisation era in Zimbabwe. Asian Journal of Social Sciences and Management Studies, 4(1), 20-30.
Khare, P., & Ali, S. (2018). Factor influencing Customer preference for FMCG in Reference to KAVAL Towns. International Journal of Latest Engineering and Management Research, 3(3), 37-41.
KPMG Report. (2016). The FMCG products with huge growth potential in Africa. London: Haymarket Network Ltd.
Kotler, P. (2017). Principles of Marketing (Seventh European Edition ed.). Harlow: Pearson Education.
Kotler, P., & Armstrong, G. (2011). Principles of Marketing (14 ed.). Prentice Hall: Pearson Education Limited.
Kotler, P., & Keller, L. K. (2016). Marketing management (15 ed.). Pearson Education.
Kotler, P., Keller, L. K., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing management (Fourth European Edition ed.). Pearson Education.
Kibret, A. (2016). Consumer ethnocentrism tendency in Africa: A Literature Review. Global Journal of Commerce and Management Perspective, 5(1), 97-106.
Kumar, N., & Joseph, J. (2014). A study on consumer behavior towards FMCG products among the rural-suburban Hhs of Ernakulam. Journal of Global Economics, 2-10.
Makanyeza, C. (2016). Factors influencing consumers' choice of imported poultry meat products in a developing market: Lessons from Zimbabwe. Agricultural Economics Research, Policy and Practice in Southern Africa, 55(3), 191-215.
Marian, L., Chrysochou, P., Krystallis, A., & Thogersen, J. (2014). The role of price as a product attribute in the organic food context: An exploration based on actual purchase data. Food Quality and Preference, 37, 52-60.
Monalisa, T. (2015). Factors affecting consumer buying behavior towards local products. Journal of Food Products Marketing, 196-215.
Mutheu, J. (2014). The influence of country of origin of Fast Moving Consumer Goods FMCG's on consumer purchase decisions in Kenya. Nairobi: University of Nairobi.
Nageswari, R. (2019). The evolution of consumer behavior in digital the age. UGC Journal, 7(1), 245-251.
Narsey, V., & Russell, C. A. (2011). Realistically fake: Self-reflexive consciousness, ironic (dis) engagement with hybrid reality television, and their impact on consumption. Research in Consumer Behavior, 3, 233-247.
Nguyen, T. H., & Gizaw, A. (2014). Factors that influence consumer purchasing decision of private label food product: A case study of ICA Basic. School of Business.
Nyarko, I. K., Asiamah, V., Agbemava, F., & Tsetse, E. K. (2015). The influence of cerebrity endorcement on consumer buying behavior among the Ghanaian consumers and youths: A study of fan milk Ghana advertising. The International Journal of Business Management and Review, 3(11), 1-15.
Owusu, A. (2013). Influences of price and quality on consumer purchase of mobile phone in the Kumasi Metropolis in Ghana: A comparative study. European Journal of Business and Management, 5(1), 179-186.
PwC Africa. (2016). Prospects in the retail and consumer goods sector in ten sub-Saharan countries. Pretoria: PwC.
Qazzafi, S. (2020). Factor affecting consumer buying behavior: A conceptual study. International Journal for Scientific Research & Development, 8(2), 1205-1208.
Rani, P. (2014). Factors influencing consumer behaviour. International Journal of Current Resource Academy Review, 2(9), 52-61.
Richard, A., & Masud, I. (2016). Factors influencing consumer choice in Hotel selection in Ghana. International Journal of Economics, Commerce and Management, 4(11).
Rose, F., Zariyawati, M. A., Norazlina, K., Annuar, M. N., & Manisah, O. (2016). Consumers’ purchasing decision towards food products of Small and Medium Enterprises. International Review of Management and Marketing, 6(4), 836-842.
Sarker, M., & Rahman, M. (2017). Consumers’ purchasing decision toward Fast Moving Consumer Goods (FMCGs): An empirical study. The Comilla University Journal of Business Studies, 12-38.
Saunders, M., Lewis, P., & Thornhill, A. (2012). Research Methods for Business students (6 ed.). Pearson Education Limited.
Sethna, Z., & Blythe, J. (2016). Consumer Behavior (3 ed.). London: SAGE Publications Ltd.
Sheith, J. (2011). The impact of emerging markets on marketing: Rethinking existing perspectives and practices. Journal of Marketing, 12(2), 75.
Shinde, S., & Markle, A. (2012). A study of numerous factors that influences consumers buying behavior towards toothbrush brands at pcmc area Pune. Golden Research Thoughts, 6(2), 1-10.
Shma. (2012, April Tuesday). Management Education. Retrieved from
https://managementation.com/5-stages-of-consumer-buying-decision-process/
Sumarwan, U., & Palupi, E. (2017). understanding consumer motivations in innovative retail formats. British Food Journal, 886-899.
Sumawidari, I., Darmawan, D. P., & Astiti , N. W. (2013). Factors affecting the purchase of local products and hotel services. Journal of Agriculture Management, 1(1).
Sarker, M., & Rahman, M. (2017). Consumers’ purchasing decision toward Fast Moving Consumer Goods (FMCGs): An empirical study. The Comilla University Journal of Business Studies, 12-38.
Tanksale, D., Neellam, N., & Ventatachalam, R. (2014). Consumer decision making styles of young adult consumer when purchasing products in India. Science Direct, 211-218.
Wirawan, I. G., Julyasih, K. S., Adiartayasa, W., Wijaya, I. M., & Anom, I. P. (2014). Increasing local fruits competitiveness in entering the tourism market in Bali. International Journal of Biosciences and Biotechnology, 2(1), 20-25.
Wu, S. I., & Jang, J. Y. (2013). The impact of ISO certification on consumers’ purchase intention. Total Quality Management and Business Excellence, 152-160.
Van den Berg, A. (2017). Factors influencing the purchasing intention of the black middle class in emerging markets for the global brands. University of Witwatersrand.
Vijayalakshmi, R., Gurumoorthy, T. R., Lingavel, G., Arulmozhi, S. J., & kannan, R. M. (2020). Factors influencing consumer buying behaviour towards snacks food products. International Journal of Scientific and Technology Research, 9(3), 6993-6996.
Vindigni, G., Janssen, M. A., & Jager, W. (2002). Organic food consumption: A multi-theoretical framework of consumer decision making. British Food Journal, 104(8), 624-642.
Wang, C., & Chen, Z. X. (2004). The Consumer Ethnocentrism and Willingness to Buy Local Products in The Domestic Country Setting: The Testing of Moderate Effects of Globalization. The Journal of Consumer Marketing, 21(6), 391-400.
Yoon, C., & Carpenter, S. M. (2013). Aging and consumer decision making. Ann N Y & Academy Science, 235(1), 12.
All Content should be original and unpublished.