Women's Influence on Family Purchase Decision in Tanzania


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The limitations faced by women in family decision making

The importance of married women in purchase decision making has grown over the years.

They not only make purchase decisions for their personal consumption but they also influence family purchase decision making.

The research focused on available information regarding women’s influence on family purchasing decision on product categories, decision making stages, levels of disagreements, roles played by members of the family, socializing agents, and the general opinion of freedom of married women relating to purchase decision making.

The study targeted married women residing in IIala, Kinondoni and Temeke districts.

The findings revealed that women have more influence on purchase of domestic furniture and some appliances whereas men have more influence on purchase of cars and television sets.

Level of disagreements happened in the family due to difference in choice.

The African culture, to which Tanzania belongs, preserves the image of the husband as the bread winner even when the wives may be earning more than their husbands.

Recommendations are given to marketers to target women as potential customers for domestic furniture and some appliances in the family.

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