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African consumers have often been make purchase decision on cheap, poor-

quality, unbranded 2 products in many categories when you compare with other countries

like North Africa’s who were willing to pay a premium for well- known

brands(McKinsey’s Africa consumer Insights Centre “the consumer decision journey”,

October 2012), that can cause problem to the consumers because people find them make

purchasing a certain products or services without knowing hence, ending up purchasing a

goods or services of low quality and quantity because of being influenced by other factors

which affect purchasing decision. The study was conducted at Kinondoni Municipal in

Dar es Salaam-Tanzania which was found in East Africa.

Chinese consumers are changing their diets and demanding greater quality,

convenience, and safety in food. Food expenditures grow faster than quantities purchased

as income rises, suggesting that consumers with higher incomes purchase more expensive

foods. The top-earning Chinese households appear to have reached a point where the

income elasticity of demand for quantity of most foods is near zero. China’s food market

is becoming segmented. The demand for quality by high-income households has fueled

recent growth in modern food retail and sales of premium-priced food and beverage

products. Food expenditures and incomes have grown much more slowly for rural and

low-income urban households (H. Frederick and Huang, 2007)

According to Sulek and Hensley (2014), food quality is one of the most crucial

parts in dining experience. Food quality is a major factor that influences the purchase

intention in regard to the choice of restaurants. On a similar note, Susskind and Chan

(2000) discovered that food quality is the key stator that promotes customers to visit fast

food restaurant. Food quality is considered as a crucial estimator for fast food dining

restaurants in ensuring customer loyalty. Sulek and Hensley (2014) agreed by stating that

food quality is the most significant component of purchase intention provided that the

environment components and service quality are contrasted by other fields of the

restaurant. Furthermore, the positive relation between food quality and satisfaction would

influence the purchase intention of customers. Quality is defined as evaluation of

excellence and superiority of the product (Zeithaml, 1988). In the previous studies, some

researchers argued that quality cannot be defined and quality is objective which can be

measured. In a different thought others believed quality cannot be measured. Combining

this two approaches quality is divided in to objective of quality and perception of quality

(anselmsson, ULF, & persson, 2007). Objective of quality is evaluation of the product

based on physical characteristics. While perception of quality considers subjective

notation which is consumer evaluation of the product and judgment that based on some

attributes.There are several aspects of food quality that need to be considered in

investigating the influence of excellent food on purchase intention which include

nutrition, menu variety, and tastiness of food. Moreover, Raajpoot (2002) added that

variety of food, menu design, serving size, and food presentation in the food service

industry are important determinants of food quality. Therefore, it is extremely important

to take into account about the halal consumption of food its cleanliness in the context of

Malaysia because the majority of the population is Muslim.

Thus it can be concluded that the better the quality of the resulting product the

better and increased purchasing decision of the product by consumers. This study

supports previous research as the research conducted by Alfred, Owusu. (2013), found

that there is a positive and significant effect Price and quality of products on consumer

purchasing decisions; Carmina Fandos, Carlos Flavián. (2006), found that product quality

both intrinsically and extrinsically has significant and significant impact on compensation

purchase decisions; Yang, X. (2015), This study focuses on the quality of product

attributes that provide differentiation on the minds of consumer rewards.


Local food is perceived as characterized by a large variety of benefits, that range

from the satisfaction of enjoying a homemade authentic food product, to the local-food

intrinsic ability to enhance the sustainability of the food system, reducing the carbon

footprint and providing new market opportunities for local farms (Guerrero et al., 2009).

Quality has become a key element on which the Italian food market has strongly invested

to differentiate itself and face the challenges from new international markets.

Certification and brand provide consumers with a set of indications regarding not only

the product origin, but also the relevant production processes and other aspects, including

safety, environmental and ethical aspects, all of which constitute the core of the quality

concept (Marino & Nobile, 2007). Nowadays, to define food products' quality, consumers

evaluate both intrinsic features of the product and external features, such as traceability,

origin (COO), geographical indications and certification (Mascarello et al., 2015; Jover et

al., 2004), and then choose foodstuffs according to elements that may characterize the

product itself. The food label encloses a set of information that conveys to consumers the

product's characteristics, this information can influence consumer' purchase behaviour.