Determinants of purchasing decisions for online promoted products among marketing students at Tanzania Institute of Accountancy

Abstract

Advancements in science and technology have shifted product purchasing behavior from physical shops to digital shopping platforms. However, little is known about the determinants of online purchasing decisions among marketing students in higher education who have been exposed to digital e-commerce skills. Specifically, the study explored the type of online-promoted products experienced by higher education students, examined the determinants for higher education students’ decisions to purchase online, and explored the challenges higher education students encounter when purchasing online. The study employed mixed approaches; quantitatively and qualitatively where by descriptive designs and focus group discussions established. Data were collected through questionnaires distributed to three bachelor’s degree classes (all bachelor degree levels) of marketing from Tanzania Institute of Accountancy who were not only potential customers for online-promoted product but also have adequate knowledge for judging the purchasing activities and those questionnaire supported with focus group discussion. This study was informed the theory of planned behavior. Data collected subjected to inferential, descriptive, and content analysis techniques. The study found that the nature of the product itself, pricing, and promotion channel; specifically digital platforms, determined the students’ purchasing decisions. The highly purchased products online were shoes, clothes, and electronics, compared to other products like food, furniture, and housewares, which suggests that online purchasing is type-dependent. Despite the exposure to digital and online platforms, some students in higher learning institutions are still reluctant to engage in online purchasing due to the product, digital, and security factors. Such a situation is a threat to the digital economy’s desire because such a group of educated people was expected to serve as ambassadors and key actors in the digital economic transformation. From this conclusion, it is recommended for awareness creation on the advantages of online purchasing, a legal framework to ensure the security of transactions, and product quality.  Similarly, the shoes, clothes, and online sellers should capitalize on the online platforms, targeting higher learning students in particular. However, other products’ promotion should improve their strategies to meet the online consumers’ desires. Further study may compare the product’s price for online and physically promoted goods.