RUAHA CATHOLIC UNIVERSITY

The aim of this study was to explore the influence of demographic characteristics on xenocentric tendencies of Tanzanian consumers towards purchasing anti-malarial remedies. An exploratory research design was adopted which fostered the discovery of ideas and insights underlying consumers’ evaluation of anti-malarial remedies in reference to xenocentrism. Purposive sampling was used to select 11 participants who informed this study. It was revealed that the xenocentric tendencies of Tanzanian consumers toward purchasing anti-malarial remedies were influenced by demographic variables such as age, education and geographical location. For instance; older consumers residing in rural areas and possessing limited education were less xenocentric towards purchasing anti-malaria remedies in comparison to their younger, more educated counterparts from urban areas. The findings of this study will provide health professional bodies with valuable insights on xenocentric tendencies of Tanzanian consumers towards purchasing anti-malarial remedies. This, in the long run will boost the standard of various domestic medical products and hence encourage Tanzanians to value domestically produced anti-malarial remedies and other products.

Xenocentrism; Anti-malarial remedies; Consumer Behaviour; Demographic Characteristics