ABSTRACT

The study was set on consumer behaviour and cultural values in BRARUDI S.A The objectives were to establish the different cultural values affect consumer behaviour of people in BRARUDI S.A, the relationship between the cultural values and consumer behaviour of people in BRARUDI S.A and also to establish other factors that offer consumer behaviour. The methodology used were research design, survey population and sampling Research design referred to collect enough information from respondent's questionnaire .s, observations and direct interview and suryey population was based on management, employees and clients of BRARUDI S.A and lastly the researcher used stratified random sampling technique in selecting the sample of 20respondents out of 500employees The researcher conclude that the positive attitudes towards the BRARUDI S.A are also important to consumer behaviour after sale product offered to customers increase in the number of customer, adequate and educated labour force available and provision of information to products provided The study concluded that cultural values affect consumer behaviours of people. There following are recommendations based on the study finding: there is need for expansion of BRARUDI S.A operations either through branches or outlets, the BRARUDI S.A should produce more various products, the company should also develop the system of distribution  

CHAPITER ONE

1.0 PRESENTATION OF BURUNDI

It is a landlocked country in the Great Lakes region of Eastern Africa bordered by Rwanda to the north, Tanzania to the east and south, and the Democratic Republic of the Congo to the west. Its capital is Bujumbura. Although the country is landlocked, much of the south western border is adjacent to Lake Tanganyika