Abstract:
This study was designed to assess the consumer’s preference between imported and locally made
furniture in Dar es Salaam and Arusha in Tanzania. Primary and secondary data for the study were
collected from furniture consumers in the study area. A total of 134 consumers were surveyed.
Questionnaires and documentary reviews were used for data collection. Descriptive statistics and
binary logistic regression were used in the analysis of data. The result of the study revealed significant
differences on the levels of consumers’ preference for furniture products. Imported furniture seems to
be far preferred by consumers. It was observed that the major differences in consumers’ preference
for furniture were due to quality and design. This study provides valuable implications for local small scale manufacturers if they want to compete in the globalized market. It is, therefore, recommended
that local furniture manufacturers should acquire adequate skills, technology and innovation in order
to produce competitive products.
