Consumer Perceptions, Preferences and Awareness Towards Potential Geographical Indication of Products in Tanzania

I. John
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Abstract

This paper assesses consumer awareness, preference and perception of high-quality products from information provided in the market, and on the labels for coffee and rice products in Mbeya and Kilimanjaro regions of Tanzania. This paper is a part of a study that was established to understand the potential of geographical indication protection in Tanzania, which looked at producers, sellers, and consumers. The study collected data from a sample of 130 consumers: 58 and 72 rice and coffee consumers, respectively. A mixed method approach was used to analyse data; specifically a logit model was used to understand the determinants of consumers awareness; and providing a clear description of the different factors that determine consumers’ preferences and perceptions. The results showed that 62% of the consumers had awareness of the different qualities they seek in a product. Price and label/brand information were found to be the main factors influencing and signalling the preferences and perceptions of consumers to high-quality products. JEL Classification Q18, D18, L15,
坦桑尼亚消费者对产品潜在地理标志的感知、偏好和意识
本文从坦桑尼亚姆贝亚和乞力马扎罗山地区提供的市场信息和咖啡和大米产品的标签上评估了消费者对高质量产品的意识、偏好和感知。本文是一项研究的一部分,该研究旨在了解坦桑尼亚地理标志保护的潜力,该研究着眼于生产者,销售者和消费者。这项研究收集了130名消费者的样本数据:分别是58名和72名大米和咖啡消费者。采用混合方法分析数据;具体来说,一个logit模型被用来理解消费者意识的决定因素;并清晰地描述了决定消费者偏好和看法的不同因素。结果显示,62%的消费者意识到他们在产品中寻找的不同品质。发现价格和标签/品牌信息是影响和表明消费者对高质量产品的偏好和看法的主要因素。JEL分类Q18、D18、L15、
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