Tanzania Consumers’ Perception and Purchase Intention of Imported and Domestic Wines


  • Dev Jani University of Dar es salaam
  • Ryoba Mzalendo University of Dar es salaam


wine consumers, foreign wines, local wines, purchase intention, SubSaharan Africa


The purpose of this article is to ascertain Tanzania consumers’ perception of imported wines compared to locally produced wines. Data for this study was collected through a self-administered questionnaire distributed through intercepting wine consumers in major shopping malls in Dar es Salaam, the commercial city of Tanzania. A total of 201 questionnaires were subjected to descriptive and one sample t-tests. Imported wines are perceived to be of higher quality compared to local wines as well as provide high social status to consumers. The country of origin matters in wine purchase and generally consumers are satisfied with foreign wines albeit their ambivalence towards the worthiness and prices of foreign wines compared to local wines. The study findings indicate that wine consumers in developing countries have a positive perception of foreign wines, although they would turn to local wines if the quality was improved. The study is limited geographically well as methodologically, which gives room for further study. The study findings inform wine importers/exporters and producers on the best ways of promoting their brands of wine in the competitive global market.


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Author Biographies

Dev Jani, University of Dar es salaam

Department of Marketing, University of Dar es Salaam Business School, Dar es Salaam, Tanzania

Ryoba Mzalendo, University of Dar es salaam

Tanzania Revenue Authority, Dar es Salaam, Tanzania.




How to Cite

Jani, D., & Mzalendo, R. (2014). Tanzania Consumers’ Perception and Purchase Intention of Imported and Domestic Wines. Business Management Review, 17, 122-133. Retrieved from https://bmr.udsm.ac.tz/index.php/bmr/article/view/40