ASSESSMENT OF BUYER'S PERCEPTION TOWARDS ONLINE SHOPPING: EVIDENCE FROM THE SELECTED HIGHER LEARNING INSTITUTIONS IN TANZANIA

Abstract

ABSTRACT The general purpose of the study was to assess buyers perception towards online shopping among the higher learning institutions taking Tanzania Institute of Accountancy and University of Dar es Salaam as a case study, also the factors that influences the behavior of customers in purchasing online but more significantly how the customers vary in making decisions when buying different products which is necessary for the business to know how they can operate in a way that would make majority of the customers prefer the products and the overall purchasing services. The Specific Objectives were to examine awareness of students from Tanzania Higher LearningInstitutionin online shopping, to determine the adoption rate of online shopping by students of Tanzania Higher Learning Institutions, to identify factors influencing online shopping at Tanzania High learning Institutions and to determine the challenges for the adoption of online shopping and suggesting way forward. Research design used was cross sectional design as it involved a onetime interaction with the participants with a sample size of 250 respondents who were the students of the higher learning institutions that was TIA and UDSM. The study findings revealed that online shopping is becoming common in today’s life as majority of respondents confirmed to have adopted the online shopping. It was further revealed that customersbelieved that online shopping has become the best option thantraditional physical shopping. The challenge remains on infrastructure underdevelopment including digital gates, unreliable and expensive internet costs which limit fully fledged online shopping adoption in Tanzania. The study recommends optimization for mobile devices and improved digital infrastructures to accommodate the growing number of customers who shop on smartphones and tablets. There should be in place a user friendly website which ensuring online store has a clean and easy way to navigate website. It also recommends quality product image to make a customer make informed purchased decision, showing detailed product description to enhance customer understanding, transparentpricing, secure payment options, offer multiple secure payment methods to ensure financial security, social proof by using social media and influencers for a positive brand reputation.