Consumers’ Preference on Imported and Locally Made Furniture in Dar es Salaam and Arusha, Tanzania

Abstract

This study was designed to assess the consumer’s preference between imported and locally made furniture in Dar es Salaam and Arusha in Tanzania. Primary and secondary data for the study were collected from furniture consumers in the study area. A total of 134 consumers were surveyed. Questionnaires and documentary reviews were used for data collection. Descriptive statistics and binary logistic regression were used in the analysis of data. The result of the study revealed significant differences on the levels of consumers’ preference for furniture products. Imported furniture seems to be far preferred by consumers. It was observed that the major differences in consumers’ preference for furniture were due to quality and design. This study provides valuable implications for local small-scale manufacturers if they want to compete in the globalized market. It is, therefore, recommended that local furniture manufacturers should acquire adequate skills, technology and innovation in order to produce competitive products.

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