Behavioural Factors that Influence the Choice of Mobile Money Services among Micro Business in Tanzania. Evidence from Kinondoni Municipal Council.

Abstract

The purpose of this study is to assess influence of behavioural factors on the choice of mobile money services among micro business in Tanzania. The study perceived that in the current period of rapid economic and technological change, the majority of businesses face fierce competition in the market on both a local and world scale. Consumers in the past had more choices for the products and services they could purchase, which raised their awareness, interest, and understanding of what they needed or desired. The study used mixed research approach using a case of Kinondoni Municipal Council. The study employed a sample of 222 respondents. The respondents were sampled through purposive and convenience sampling techniques. Data were collected through questionnaires and interviews and analysed using thematic analysis for qualitative data. Additionally, quantitative data were analysed based on descriptive and inferential statistics using statistical packaging for social science (SPSS) and Microsoft Excel. The findings underline the importance of considering consumer attitudes, pricing strategies, and service quality when designing and promoting Mobile Money Services for the micro-business sector in Tanzania. Understanding and addressing these factors can lead to better adoption rates and improved customer satisfaction. Further analysis and research are recommended to gain deeper insights and develop targeted strategies that cater for varied preferences and needs of micro-business owners. Ultimately, an informed approach to Mobile Money Services can contribute to the growth and success of micro-businesses in Tanzania's evolving economic landscape. The study recommends that, given the significant impact of consumer attitude on the adoption of Mobile Money Services, it is essential for service providers to enhance their understanding of the drivers behind these attitudes.