IDEAS home Printed from https://ideas.repec.org/a/ags/reowae/339795.html
   My bibliography  Save this article

Exploring Consumer Preferences for Locally Produced Wine in the Tanzanian Market: Evidence from Wine Consumers in Dodoma City

Author

Listed:
  • Kimaro, Nice
  • Timothy, Shauri
  • Mgale, Yohana James

Abstract

In most grape-producing countries, the local wine industry faces intense competition due to the introduction of new foreign wines into the local market and changes in wine consumption and consumer preferences for wines. The same has been observed in the Tanzanian wine industry. The study aims to explore the dynamics of consumer preferences toward locally-produced wine. Data were collected from 200 respondents in Dodoma town through snowball and convenience sampling. Qualitative and quantitative types of data were used. Primary data were collected in the field using field observations, a key informant interview checklist, and structured questionnaires using KoBoToolbox. Secondary data were collected by reviewing different published and unpublished materials, such as reviews and reports regarding consumer preferences for local wine. The research revealed that most consumers consider color, taste, income, brand, and price attributes when selecting wines. Furthermore, the study observed that age, income, marital status, price, wine color, packaging and taste significantly influenced consumers' preference for purchasing locally produced wines compared to other factors included in the model. However, attributes such as geographical origin, vintage and grape variety were not considered in the selection of the wines. The study recommends that local wine producers consider consumers' preferred attributes to increase sales. Local marketers and brand managers should also formulate and employ several positioning, market segmentation and targeting strategies that can help them compete effectively with imported wines.

Suggested Citation

  • Kimaro, Nice & Timothy, Shauri & Mgale, Yohana James, 2024. "Exploring Consumer Preferences for Locally Produced Wine in the Tanzanian Market: Evidence from Wine Consumers in Dodoma City," Research on World Agricultural Economy, Nan Yang Academy of Sciences Pte Ltd (NASS), vol. 5(1), February.
    • Handle: RePEc:ags:reowae:339795
    DOI: 10.22004/ag.econ.339795
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/339795/files/RWAE-0501-965.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.339795?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Marcello Stanco & Marco Lerro & Giuseppe Marotta, 2020. "Consumers’ Preferences for Wine Attributes: A Best-Worst Scaling Analysis," Sustainability, MDPI, vol. 12(7), pages 1-11, April.
    2. Preszler, Trent L. & Schmit, Todd M., 2009. "Factors Affecting Wine Purchase Decisions and Presence of New York Wines in Upscale New York City Restaurants," Journal of Food Distribution Research, Food Distribution Research Society, vol. 40(3), pages 1-15, November.
    3. Alex I. Nyagango & Alfred S. Sife & Isaac Kazungu, 2023. "Factors influencing the use of mobile phone for accessing agricultural marketing information by grape smallholder farmers in Tanzania," Cogent Business & Management, Taylor & Francis Journals, vol. 10(3), pages 2257865-225, December.
    4. Ismail Juma Ismail, 2022. "Imported or locally made products? Building customers’ resilience to negative word of mouth (NWOM) about locally made products: Mediation of message quality in Tanzania," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2079168-207, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Perla, Joseph M. & Rickard, Bradley J. & Schmit, Todd M., 2014. "Looking for Locapours: Using Zagat Survey Data to Examine Restaurant Demand for Local Wine," Agricultural and Resource Economics Review, Cambridge University Press, vol. 43(1), pages 69-86, April.
    2. Livat, Florine & Remaud, Hervé, 2016. "Factors Impacting Wine Price Mark-Ups in Restaurants," Working Papers 234639, American Association of Wine Economists.
    3. Paulo Duarte Silveira, 2019. "The Relevance of Shopper Marketing Touchpoints: An Empirical Study on Wine Choice in Restaurants," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 35-48.
    4. Azucena Gracia & Miguel I. Gómez, 2020. "Food Sustainability and Waste Reduction in Spain: Consumer Preferences for Local, Suboptimal, And/Or Unwashed Fresh Food Products," Sustainability, MDPI, vol. 12(10), pages 1-15, May.
    5. Ivan Balenović & Svetlana Ignjatijević & Goran Stojanović & Jelena Vapa Tankosić & Nemanja Lekić & Olivera Milutinović & Aleksandar Gajić & Miloš Ivaniš & Jelena Bošković & Radivoj Prodanović & Nikola, 2021. "Factors Influencing Wine Purchasing by Generation Y and Older Cohorts on the Serbian Wine Market," Agriculture, MDPI, vol. 11(11), pages 1-22, October.
    6. Erik Jansto & Juraj Cheben & Peter Sed k & Radovan Savov, 2024. "Influence of Labelling Features on Purchase Decisions: Exploratory Study into the Generation Z Beverage Consumption Patterns," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 26(67), pages 927-927, August.
    7. Ivana Alpeza & Ivan Nižić & Zrinka Lukač, 2023. "What Influences Croatian Consumers’ Wine Choice?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 41-56.
    8. Yves Cinotti, 2014. "Midi-Pyrénées wines in Toulouse restaurants [Les vins midi-pyrénéens dans les restaurants toulousains]," Post-Print hal-01286049, HAL.
    9. Farhan Ahmed & DaPeng Liang & Muhammad Ibrahim Abdullah & Muddassar Sarfraz & Zeeshan Saeed, 2022. "The impact of perceived customer discrimination on negative word-of-mouth: the mediating role of customer embarrassment," Future Business Journal, Springer, vol. 8(1), pages 1-11, December.
    10. G, Sowmya & Chakraborty, Debarun & Polisetty, Aruna & Jain, Ravi Kumar, 2024. "Exploring the adoption patterns of matrimonial apps: An analysis of user gratifications," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:reowae:339795. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: http://www.nassg.org/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.