The Influence of Country of Manufacture on Consumer Purchase Behaviour of Skincare Cosmetic Products in Iringa Municipality, Tanzania

Author

Living Kihwaga

Abstract

 This study examined the influence of country of manufacture on consumer purchase behaviour of skincare cosmetic products in Iringa Municipality, Tanzania. The study adopted a mixed-methods approach and involved 222 consumers of skincare cosmetic products. Quantitative data were collected using structured questionnaires, while qualitative information was obtained through interviews with respondents familiar with consumers' skincare purchasing behaviour. Quantitative data were analysed using descriptive statistics, Pearson product-moment correlation and regression analysis, while qualitative information was analysed thematically. The findings showed that country of manufacture was an important consideration in consumers' evaluation and purchase of skincare cosmetic products. Regarding perceived quality, 120 respondents (54.1%) strongly agreed and 72 respondents (32.4%) agreed that skincare cosmetic products manufactured in developed countries have better quality. In relation to safety, 112 respondents (50.5%) strongly agreed and 78 respondents (35.1%) agreed that products manufactured in developed countries are safer. Regarding willingness to pay, 98 respondents (44.1%) strongly agreed and 80 respondents (36.0%) agreed that they were willing to pay more for skincare cosmetic products manufactured in countries perceived to have better-quality products. Concerning product availability, 90 respondents (40.5%) strongly agreed and 84 respondents (37.8%) agreed that skincare cosmetic products from developed countries were readily available. Pearson correlation analysis showed a strong positive relationship between country of manufacture and consumer purchase behaviour (r = 0.701). The multiple regression model further showed that country of manufacture was positively associated with consumer purchase behaviour, with a regression coefficient of B = 0.321 when considered together with country of design and country of brand origin. Qualitative findings supported the quantitative results, with respondents explaining that manufacturing country information helped them assess product quality, safety, reliability and trustworthiness. The study concludes that country of manufacture functions as an important extrinsic cue in consumers' evaluation of skincare cosmetic products and is associated with their purchasing behaviour. Manufacturers, importers and distributors should therefore provide transparent country-of-manufacture information, maintain appropriate quality and safety standards, and strengthen product labelling to support informed consumer decisions.

Keywords

Country of manufacture; consumer purchase behaviour; skincare cosmetics; perceived quality; safety; product availability.

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References

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