Exploring Consumer Preferences for Locally Produced Wine in the Tanzanian Market: Evidence from Wine Consumers in Dodoma City

Nice Kimaro

1. Department of Rural Development and Regional Planning, Institute of Rural Development Planning, P.O BOX 138, Dodoma, Tanzania
2. Department of Policy, Planning and Management, Sokoine University of Agriculture, Morogoro, 67129, Tanzania

Shauri Timothy

Department of Rural Development and Regional Planning, Institute of Rural Development Planning, P.O BOX 138, Dodoma, Tanzania

Yohana James Mgale

Department of Rural Development and Regional Planning, Institute of Rural Development Planning, P.O BOX 138, Dodoma, Tanzania

DOI: https://doi.org/10.36956/rwae.v5i1.965

Received: 19 October 2023; Received in revised form: 10 January 2024; Accepted: 23 January 2024; Published: 4 February 2024

Copyright © 2024 Nice Kimaro, Shauri Timothy, Yohana James Mgale. Published by Nan Yang Academy of Sciences Pte. Ltd.

Creative Commons LicenseThis is an open access article under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.


In most grape-producing countries, the local wine industry faces intense competition due to the introduction of new foreign wines into the local market and changes in wine consumption and consumer preferences for wines. The same has been observed in the Tanzanian wine industry. The study aims to explore the dynamics of consumer preferences toward locally-produced wine. Data were collected from 200 respondents in Dodoma town through snowball and convenience sampling. Qualitative and quantitative types of data were used. Primary data were collected in the field using field observations, a key informant interview checklist, and structured questionnaires using KoBoToolbox. Secondary data were collected by reviewing different published and unpublished materials, such as reviews and reports regarding consumer preferences for local wine. The research revealed that most consumers consider color, taste, income, brand, and price attributes when selecting wines. Furthermore, the study observed that age, income, marital status, price, wine color, packaging and taste significantly influenced consumers' preference for purchasing locally produced wines compared to other factors included in the model. However, attributes such as geographical origin, vintage and grape variety were not considered in the selection of the wines. The study recommends that local wine producers consider consumers' preferred attributes to increase sales. Local marketers and brand managers should also formulate and employ several positioning, market segmentation and targeting strategies that can help them compete effectively with imported wines.

Keywords: Consumer preference; Consumer behaviour; Consumer perception; Wine markets; Dodoma; Tanzania


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