Cultural Factors and The Purchase of Locally Produced Clothes in Tanzania: An Empirical Study


  • Gudila Ancelm Kereth Department of Food Technology, Nutrition and Consumer Sciences, Sokoine University of Agriculture, Tanzania


cultural factors, consumption behaviour, locally produced clothes


Culture is a significant force in controlling human behaviour, and its effect is so normal and automatic that its behavioural influence is usually assumed as natural. The main aim of the study was to examine the influence of cultural factors on purchase of fashion clothes in Tanzania. Two theoretical constructs which were applied in this study included the optimal theory of distinctiveness and the theory of social impact. Descriptive research design was utilized in the study in order to explain the relationship of consumers’ culture and the purchasing attitude of the clothes. The tool used for collection of data in this research was a questionnaire. A sample of 214 respondents was settled on to ensure low biasness of the data collected. The results were analysed in excel and SPSS version 25. The local clothes purchases are produced to reflect their cultural values in the society. The findings of the study suggest that cultural factors exert great influences on purchasing behaviour of locally produced clothes in Tanzania. The study recommends that the clothing industries should ensure that the customized designs are quality and available in varieties to ensure consumer promotion. They can use media advertising, promotional campaigns, spokespeople, and marketing to change the attitude of consumers towards their commodities. It also provides opportunity for marketers and dress makers to understand consumer behaviour and their cultural challenges so as to transform them into opportunities.


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Author Biography

Gudila Ancelm Kereth, Department of Food Technology, Nutrition and Consumer Sciences, Sokoine University of Agriculture, Tanzania

Gudila A Kereth is a lecturer at the Department of Food Technology, Nutrition and Consumer Sciences at Sokoine University of Agriculture in Tanzania. She has MSc Advanced Textile and Performance Clothing from Leeds University, United Kingdom and Master of Educational Management and Administration from University of Dar es Salaam, Tanzania and Bachelor of Science from Sokoine University of Agriculture in Tanzania. Her interest includes Consumer behaviour, Fashion Merchandising, Education and Fashion Design and Construction.


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How to Cite

Kereth, G. A. (2020). Cultural Factors and The Purchase of Locally Produced Clothes in Tanzania: An Empirical Study. Nairobi Journal of Humanities and Social Sciences, 4(2).