The aim of this study was to examine the factors that influence consumer buying
behaviour on household products in Dar es Salaam. The study specifically sought to
answer research questions related to the influence of social and cultural,
psychological/personal class, demographic and economic factors on consumer
buying behaviour on household products. The study employed a Descriptive design.
A total of 70 questionnaires were distributed to the respondents. However, only 57
(81.4%) respondents participated in this study. These participants were selected
using purposive sampling methods to ensure participants meet the criteria for the
study. Data were collected using mainly questionnaires and interviews but also
methods of observation and documentary reviews were used to supplement collected
data as required. Theories and literatures relating to consumers’ buying behaviour
were reviewed and summarized and used to develop a conceptual framework, the
questionnaire and interviews for studying consumers' buying behaviour on
household products on supermarkets. The findings of this study did not show wide
variations to studies conducted in other places and literatures. The majority of
respondents agreed that social cultural factors, psychological/personal class factors,
demographic factors and economic factors influence consumers buying behaviour
on household products on supermarkets. The study recommends attention should put
on social cultural, psychological/personal, demographic and economic factors while
developing, pricing, distributing and communicating products.