Analyzing Demographic Factors that Impacts the Consumer Intentions to Shop at Cosmetics Self-Service Retail Stores in Tanzania.

Abstract

This study aimed to examine the influence of demographic factors specifically age, gender, and level of education on consumer intentions to shop at cosmetics self-service retail stores in Dodoma City, Tanzania. The general objective was to analyze how these factors affect consumer behavior in the context of self-service retail formats, while the specific objectives focused on assessing the impact of each demographic variable on shopping attitudes, preferences, and behavioral intentions. A mixed-methods approach was employed, combining quantitative and qualitative data collection methods. Data were gathered using structured online questionnaires and semi-structured interviews targeting 184 respondents selected through random and convenience sampling. Quantitative data were analyzed using descriptive statistics, regression analysis, and SPSS version 25, while thematic analysis was used for qualitative responses. The results showed that age, gender, and education had great impacts and were positively related to consumers' shopping intentions from cosmetics self-service retail stores. Younger and more educated consumers possessed higher confidence and frequency in using self-service technology. Gender variation was also demonstrated, with women consumers expressing higher shopping involvement. The results were aligned with previous studies and contribute to the pool of knowledge about how demographic factors play a role in the adoption of technology in new retail environments. The study concludes that demographics play a key role in the uptake of self-service channels in the cosmetics sector. It recommends retailers to design age- and education-sensitive strategies, improve digital skills, and develop gender-insensitive consumer shopping experiences. The findings are useful to marketers, policymakers, and retail developers who aim to improve customer service and maximize use of new modern retail practices in Tanzania.