Department of Marketing

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WOMEN’S EMPOWERMENT IN TOURISM: THEIR AGENCY IN NEGOTIATIONS WITH GENDER ROLES IN TANZANIA
(Dar Es Salaam University Printers - DUP, 2023) Maliva, Nelly
Although tourism is regarded as a potential ground from which women can obtain their empowerment, their engagements are always constrained by their gender roles. This chapter, therefore, aims at exploring the ways in which women negotiate with their gender roles in order to work and benefit from tourism. The interpretive approaches, including qualitative and in-depth interviews were used to capture the way women view and review the environment that they encounter in the society as they work in tourism. Both structuralism and post-structuralism standpoints were used to identify factors that women see as their enablers and /or constraints, observing the agency of women when they interact with tourism. By working in tourism, they have been able to create their self-knowledge of the strategies to use in tourism through three factors, namely religion, family and marriage as well as education. Their agency was seen by their willingness to accept, challenge or reject the limits set by their gender roles. By doing so, women have shown the ability of being the authors of their own decisions and actions. Therefore, empowerment is about being able to freely act according to own voices; that means, creating a balance between their gender roles and the extent to which they want to achieve by working in the industry. This way, women have been able to construct the gender roles that enable them to balance between their household responsibilities and working in tourism.
Risky business? Women’s entrepreneurial responses to crisis in the tourism industry in Tanzania
(Routledge Taylor and Francis Group, 2023) Maliva, Nelly; Anderson, Wineaster; Buchman, Annae; Dashper, Katherine
ABSTRACT Globally, the tourism industry has been devastated by the COVID-19 pandemic and associated changes in international travel. This paper draws on interviews with 51 women working in the tourism sector in Tanzania and examines gendered impacts of the pandemic on their welfare, which instigated or accelerated entrepreneurial activities as an attempt to protect women’s incomes and security. Women in the study adopted one of three entrepreneurial strategies: they (re)committed to the tourism industry, working on developing their own skills and business ideas; they diversified their business interests to have a ‘Plan B’ in addition to tourism to safeguard against future crises; or they moved away from tourism altogether, focusing instead on other less volatile sectors. The crisis caused by the pandemic exposed tourism as a risky business and a gamble for many women, who are considering leaving the sector. This represents a significant obstacle for the tourism industry’s recovery and sustainability and illustrates some of the limitations of tourism entrepreneurship for supporting and empowering women in the Global South. Priority policy areas for supporting women to remain within tourism are identified to help support women entrepreneurs and ensure their skills and enthusiasm contribute to rebuilding and reshaping the sector.
Strategic Capabilities and Success of Food-Processing Firms in Tanzania
(DUP, 2021-07-02) Charles, Goodluck; Ishengoma, Easter; Lettice, Rutashobya
This article identifies firms’ strategic capabilities in the food-processing industry and establishes the extent to which they influence firms’ success. Based on multinomial regression results drawn from the survey of 105 food-processing firms in Tanzania, it is evident that the leadership and vision of owner-managers was the most significant strategic capability irrespective of the firms’ degree of success. The results also indicate that applying superior technology, the owner-managers’ experience and level of education, engaging highly skilled and specialised employees, and the ability to access capital and sustain market growth were significant in distinguishing successful from poor performing firms. In view of the findings, our article adds value to the existing literature by linking strategic capabilities with varying degrees of firms’ success in the context of a developing economy. It suggests that food-processing firms need to acquire and develop the identified strategic capabilities in order to succeed, especially in a context where the business environment is volatile and unpredictable. Policy makers should facilitate less successful food-processing firms to develop, retain and sustain the strategic capabilities that enable firms to be successful.
Integrating research into policy sphere: evidence from Tanzania
(Taylor& Fransis, 2021-09-09) Charles, Goodluck
This article explores lessons on integrating research evidence into policy through public-private dialogue for the purpose of enhancing evidence-based policy making. Based on a qualitative analysis of the engagement of researchers and policy actors in Tanzania, it is evident that collaborative arrangements of researchers, the private sector, media and policy makers promote the use of research findings in the policy-making process. Accordingly, we suggest a multi-disciplinary network of academia and policy actors as a tool to bring about effective utilisation of research findings in policy decisions
Sustainability of Social Enterprises Involved in Waste Collection and Recycling Activities: LESSONS from Tanzania
(Taylor& Fransis, 2019-11-27) Urassa, Goodluck
This article investigates how social enterprises providing waste collection and recycling services overcame start-up challenges and sustain their operations. Based on analysis of five cases in Tanzania, it is evident that waste collection and recycling enterprises start as entrepreneurial entities driven by the opportunity to fill the service delivery gap left by the state. Although the enterprises studied have had a social impact, they have experienced several challenges, including limited access to resources, negative perception of their activities, competition, unsupportive policies, unreliable supply of raw materials, dishonesty of staff and/or waste pickers and poor working conditions. However, the enterprises sustained themselves through good management, engaging the right teams, supporting waste pickers, marketing and networking, developing their skills, using appropriate technology, reinvesting their earnings, diversifying and being members of cooperatives. The article contributes to knowledge by combining the traditional entrepreneurship and socio-environmental entrepreneurship perspectives to explore the sustainability of waste collection and recycling enterprises
Marketing Behavior of Micro Businesses: The Case of Street Vendors in Tanzania
(The Open University of Tanzania, 2021-08-12) Maliva, Nelly S.; Maliva, Nelly S.
Abstract: Street vendors who are famously known as Machinga, they are micro business people who have a significant contribution to the economy of country. The statistics shows that about 2,754,697 individuals in Tanzania owned and ran 3,162,886 small businesses. Moreover, these businesses have been able to develop the behaviour which has influenced the selling, shopping and social behaviour but still given little academic attention. Therefore, this article studies their marketing operations by using the exchange marketing theory and use qualitative approach to interview 25 street vendors. The results showed that when they facilitate exchange, they find places to chase after customers and sell their products. Thus, they make instant and reactive decisions, bargain with customers, and scramble for customers. This study showed that street vendors require the attention of academicians and policy because they required more skills and exposure to their business undertakings.
Residents’ perception of festival impacts and satisfaction: a focus on Zanzibar international film festival (ZIFF)
(Emerald, 2021-07-24) Jani, Dev; Philemon, John
Purpose – The purpose of the paper is to test the perceived economic, socio-cultural and environmental impacts on the satisfaction of local residents with the Zanzibar International Film Festival. Design/methodology/approach – Structured questionnaires were administered to 299 local Zanzibaris, to obtain the data necessary for hypotheses testing using Structural Equation Modelling through Smart PLS 3.0. Findings – The findings reveal that locals’ perceptions related to economic, cultural, environmental and pride impacts of the festival had greater positive significant effects on the level of satisfaction of local residents compared to image, entertainment and social impacts. Research limitations/implications – The findings uphold the utility of Social Exchange Theory in explaining local residents’ perceptions of the festival. The results contribute to the existing literature on festivals by affirming the multidimensional nature of their social consequences. Practical implications – Managerially, the results shed light on possible areas to be improved by festival promoters from both the public and private sectors in enhancing the positive perceptions held by local residents as well as improving festivals in the area or similar context. Originality/value – The study expands the Triple Bottom Line dimensions of sustainability in the festival context by adding pride, entertainment and image perceived value.
Effect of Advertisement on Consumers’ Buying Behaviour of Real Estates in Tanzania: Insight from the National Housing Corporation
(Tanzanian Economic Review, Vol. 11 No. 1, June, 2021: 137–155, 2021-06-28) Mbura & Kagoya, Omari K.& Sumaya
The article examines the influence of advertisement elements—namely television, radio, print media and online advertisements—on consumers’ buying behaviour of real estate products in Tanzania, using evidence of the National Housing Corporation (NHC). Informed by the positivist and deductive paradigms, as well as theoretical lens of the AIDA model, the study used structured questionnaires to gather quantitative data from 103 conveniently sampled NHC customers based in the Tanzania’s sprawling city of Dar es Salaam. These were complemented by in-depth information from 3 key informants. Data were subjected to multiple regression analysis. The findings indicate that of all the four constructs, only two—television, and radio— advertisements were the major shakers as they emerged as significant predictors with 53% and 27% contribution to changing the consumers’ buying behaviour, respectively. Print and online media, on the other hand, insignificantly contributed 13% and 7% to influencing consumers’ buying behaviour respectively. These findings have implications for policy makers and real estate companies seeking to make the most from advertising of real estate products through the media.
Nexus Between NGO’s Support and Women Entrepreneurs’ Socio-Economic Welfare in Tanzania: A Case of Care International
(Tanzania Journal of Development Studies, 2020-06-28) Mbura, Omari K.
Abstract This paper assesses the role of support from non-governmental organisations (NGOs) in enhancing the socio-economic welfare of women entrepreneurs in Tanzania using CARE International – Tanzania as a study platform. Based on a study that was conducted on Dar es Salaam women entrepreneurs who have been supported by Care International at Bunju ward in Kinondoni district, the paper examines the extent to which entrepreneurship training, financial support and business networking influence the socio-economic welfare of women entrepreneurs. Data were collected from 74 randomly selected respondents using both quantitative and qualitative methods. Frequencies, Percentage, Mean and Standard deviations were descriptively computed for quantitative analysis whereas in-depth-interview quotes from key informants were used for qualitative data. The paper established that training and business network constructs had significant contribution on the socio-economic welfare of the women entrepreneurs. Nevertheless, the availability of meagre financial support from the NGOs was found to undermine entrepreneurial activities of women entrepreneurs and, thus, its influence was found to be weak. This paper recommends that specific training programmes, especially on areas of managerial, production and marketing skills are important for the improvement of socio-economic welfare. Moreover, much more strong networks need to be developed and nurtured for the betterment of socio economic welfare of women entrepreneurs in Tanzania
Social media marketing platforms use and effectiveness of marketing communication in the Tanzania’s telecommunication industry: evidence from Vodacom Company
(University of Dar es Salaam Library Journal, 2020-12) Mbura, Omari K.
This article is informed by the planned behaviour and hierarchy of effect theories to examine the influence of five traditional promotion strategies on the performance of commercial banks in Tanzania, taking evidence from one of the leading commercial banks in the country - CRDB Plc. This quantitative based study used a self-administered questionnaire to collect data from randomly selected 208 sampled employees. With the support of the Statistical Package for Social Sciences (SPSS) software, a hypothesised model that included promotion strategies as predictors of commercial banks’ performance was evaluated using a multiple linear regression model. The results supported the hypothesised model, indicating that all the promotion strategies had positive; and only four (excluding publicity) had important influence on the performance of commercial banks. From the findings, the study recommends that commercial banks need to innovatively prioritise adoption of the complementary use of the four significant promotion strategies of sales promotion, advertising, personal selling, and direct marketing to manage the performance of commercial banks. Nevertheless, publicity should not be entirely ignored as it also has some positive effect.
Promotion Strategies and Performance of Commercial Banks: Evidence from CRDB Bank Plc in Tanzania
(Tanzanian Economic Review, 2020-06) Mbura & Sekela§, Omari & Sekela
This article is informed by the planned behaviour and hierarchy of effect theories to examine the influence of five traditional promotion strategies on the performance of commercial banks in Tanzania, taking evidence from one of the leading commercial banks in the country - CRDB Plc. This quantitative based study used a self-administered questionnaire to collect data from randomly selected 208 sampled employees. With the support of the Statistical Package for Social Sciences (SPSS) software, a hypothesised model that included promotion strategies as predictors of commercial banks’ performance was evaluated using a multiple linear regression model. The results supported the hypothesised model, indicating that all the promotion strategies had positive; and only four (excluding publicity) had important influence on the performance of commercial banks. From the findings, the study recommends that commercial banks need to innovatively prioritise adoption of the complementary use of the four significant promotion strategies of sales promotion, advertising, personal selling, and direct marketing to manage the performance of commercial banks. Nevertheless, publicity should not be entirely ignored as it also has some positive effect.
Social media effectiveness on youth purchasing behaviour of soft drinks in Tanzania: a study of University of Dar es Salaam students
(University of Dar es Salaam Library Journal, 2020-12) Mbura&Sumaya M., Omari K.& Kagoya
The article assesses social media effectiveness on youth purchasing behaviour of soft drinks in Tanzania. With the help of the AIDA Model and Media Theory, the article focuses on the content, attitude and awareness of social media as they affect youth purchasing behaviour of soft drinks. A structured questionnaire to gather data was distributed to 80 conveniently sampled non PhD University of Dar es Salaam youth students. More so, 3 purposively selected key informants were interviewed for in-depth information. A mixed method approach was used for data analysis, where quantitative analysis was primarily utilised and complemented by in-depth interviews from key informants. Multiple regression analysis aided by SPSS Version 20 was used to analyse the quantitative data. The findings indicate that of the three constructs, youth purchasing behaviour appears to be positively and significantly influenced by two predictor variables namely, content and awareness of social media constructs. A third construct of attitude towards social media had a positive, but insignificant influence on youth purchasing behaviour. The article recommends that soft drinks companies should effectively utilise social media platforms, by adopting effective use of social media content through enhanced clarity and identity of content. Moreover, companies should capitalise on awareness opportunities created through ease of social media use and the level of knowledge of youths as means to recruit new consumers as well as retain existing ones.
Salient Attributes to Employee Compliance with Mobile Operation Ethics in Tanzania: A Case of Vodacom Tanzania Plc
(University of Dar es Salaam Library Journal, 2020-12-01) Omari & Kagoya, Mbura&Sumaya
This paper on determinants of employees’ compliance with mobile operation ethics in Tanzania was motivated by reports of numerous unmitigated accesses to customer information and transactions on the mobile money platform, and the need to control these transactions using effective and practical measures to sustain the service. Specifically, it sets out to establish the employees’ working environment, determine the employees’ wants and examine the employer employee relations vis-à-vis their influence on employees’ compliance with ethics. This explanatory study collected quantitative data using a questionnaire survey that contained structured questions. Though largely quantitative, the study findings were complemented by information from interviews held with 3 key informants. Descriptive statistics was used to present the profiles of the respondents whereas multiple regression analysis was used to ascertain the pattern of relationship between study variables. Findings indicate that the two independent variables— ‘working environment’ and ‘employer-employee relations’—were positively and statistically significant on employees’ compliance with ethics. Though, the employees’ wants were found to be positive, they were statistically insignificant in influencing employees’ compliance with ethics. This implies that employees’ compliance with ethics on mobile operations is materially influenced by the work environment and employer-employee relations. Managements must therefore play their roles pertaining to the provision of amenable work environment and enhance good relations with their employees.
Challenges facing lodging operations in Tanzania’s national parks
(Cambridge Scholars Publishing, 2021-02-25) Mhalafu, Francis; Jani, Dev
Tanzania is among few countries that has designated larger parts of its land under national parks as an initiatives to preserve the flora and fauna for the benefits of both current and future generations. In order to utilize these natural resources for tourism purposes, tourism facilities like lodges need to be within the national parks. Sustainability of businesses within designated national parks worldwide including those in Tanzania have been questioned given the environment in which they are operating as well as the profit motive that logically led to the lodging operations. This chapter reports the results of a study that aimed at exploring sustainability challenges facing lodges in Tanzanian National Parks and the coping strategies used to overcome those challenges. A qualitative approach was used in collecting primary data. An in-depth interview with the aid of a checklist was used in gathering relevant information from those who are operating and/or owning lodges inside the national parks. A sequential purposive sampling was used in selecting 7 national parks among the 16 national parks in Tanzania and the selection of 14 interviewees in those national parks. Thematic content analysis was employed to analyze data. The inter-rater coding reliability was performed that yielded 95% level of agreement. The study identified taxation, human capital, distance, poor infrastructure, information challenge, regulations and licensing procedures, non inclusivity in planning by higher authorities, and animal factors to be the main challenges hindering the lodging business to become more sustainable. The study also recognized that, there is unpredictable business climate for lodges operating in the national parks. Some of the coping strategies used by lodgers to overcome the challenges include forming and joining associations, motivating their employees, having good stock management, strict observation of rules and regulations set by the national parks, and in certain situations opting to do nothing. The study offers implications to most of the stakeholders including the central government, national park authorities, local communities, and lodgers. The government and national park authorities should consider amending the policies and regulations that influence the lodgers. The local communities by themselves and/or with the assistance from government or non-governmental organizations can be more proactive in supplying the lodges with operational necessities as well as human resources. In setting up their lodgers, the lodgers should not only consider touristic points of attractions but also logistics. Keywords: lodge, national parks, Tanzania, sustainability challenges, coping strategies
Contextual differences in tourism-agriculture linkages in selected regions of Tanzania.
(Cambridge Scholars Publishing, 2021-02-25) Jani, Dev; Nguni, Winnie
An exploratory study was conducted to ascertain differences in tourism-agriculture linkages in selected regions in Tanzania. Specifically, the study aimed at exploring if there are any situational factors that led into differences in the linkages. A case study of three tourism and agriculture based sites in Tanzania were of focus with data collected through in-depth interviews and focus group discussions with tourism and agriculture stakeholders including farmers, middlemen, managers of touristic accommodation, farmer associations and government officials. Secondary data were gathered through reviewing key documents. Thematic content analysis was performed and emerging patterns were observed. Findings indicate tourism-agriculture linkages to be context dependent depending on nature of supply and demand, magnitude of tourism activities, stage of tourism industry growth, hotel owner’s place of residence and hotel size and types of attractions and tourists. These contextual factors lead into the variations in complexity of supply chain and farmers perception of tourism. In a high agricultural output compared to tourism development areas the supply chains are shorter and the farmers perceive the tourism industry to offer less marketing opportunities. Smaller tourism accommodation facilities were noted to promote more of local dishes with most of the ingredients sourced locally. The study implies policies and business environments should be developed accordingly for different tourism destinations for the enhancement of tourism-agriculture linkages in different localities.
Social media use among small and medium enterprises: a case of fashion industry growth
(UDSM, 2019-07-30) Gekombe, Caleb; Elly, Tumsifu; Jani, Dev
This article examines how social identity, perceived usefulness and perceived ease of use influence the use of social media in SMEs and whether the use of social media influences the growth of fashion SMEs in Kenya. A survey involving 394 owner-managers of fashion SMEs from Nairobi and Kiambu counties was done, using a structured questionnaire; and multivariate analysis was done through structural equations modelling. Social identity and perceived ease of use bore significant influence on the usage of social media whereas perceived usefulness showed no significance in influencing owner-managers’ intention to use social media. The use of social media on the other hand had a significant influence on SME growth. Social media usage is considered useful in business but there is no motivation towards usage by the owner-mangers. Policy makers can therefore provide an enabling environment to encourage use of social media by SMEs. This study sought to find out whether or not the use of social media has a direct effect on growth of SMEs.
Customer information sharing and new service development: is there a link?
(Emerald, 2020-07-15) Busagara, Theresia; Mori, Neema; Jani, Dev; Mossberg, Lena; Andersson, Tommy
Purpose–The purpose of this paper is to establish the link between customer information sharing and new service development .Design/methodology/approach–Through a survey of tourism firms, 295 questionnaires were collected in three large tourism locations in Tanzania. Thereafter, the hypotheses were tested by structural equation modeling (SEM) after undertaking both factor analysis and confirmatory factor analysis Findings–Results indicate that there is a positive association/link between customer information sharing and new service development. The link here expresses the association that exists as customers share information and the extent of use of this information for the firm benefit in facilitating new service development. Specifically, customers post service information and customer interaction behaviors positively support new service development; however, customers pre-service information revealed no link.Practical implications–These results offer practical evidence that post service information and interaction behaviors form the groundwork for development of new services in service-related organizations. Originality/value–These results evidence that customer post service information and customer interaction behaviors form the groundwork for development new services in tourism. Hence, the study strengthens the value co-creation and innovation views in the service arena by extending knowledge in the use of both the service and the customer environment for service improvement.
Determinants of soft drink customer satisfaction and purchase intentions: comparison between Tanzania’s and South Korea’s customers
(UDSM, 2020-06-25) Raina, Marius; Robert, Suphian; Jani, Dev
The purpose of the study was to determine the influence of quality, social value, price, and attitude towards soft drinks on customer satisfaction and purchase intention by comparing Tanzanian and South Korean customers to reflect different business contexts. Data were collected using self administered structured questionnaire directed to university students in the two countries. The data was subjected to Structured Equation Modeling using SmartPLS3 with multi-group analysis performed to decipher country differences in the hypothesized relationships. In the overall, attitude, price, and quality had a significant direct effect on satisfaction and indirect effect on purchase intention. Comparatively, attitude, price, and quality had significant direct effects on purchase intention in the South Korean group unlike in the Tanzanian group. In order to influence repurchase intention, marketers need to ensure their beverage customers are satisfied. Moreover, marketers for the two countries should use different marketing strategies to entice and satisfy customers. For the South Korean market, price offers higher leverage compared to the Tanzanian market in enhancing satisfaction and repurchase intentions. Reflecting convenience type of product, social value lacks significant effect on beverage purchase. The study offers unique comparative perspective on the determinants of beverage consumer buying behavior, thus complementing the previous studies taking a country perspective.
The influence of complexity, perceived benefits, social influence, and demographics on adoption of Internet banking in Tanzania
(UDSM, 2020-11-20) Victor, Lyimo; Jani, Dev
This study aimed at testing the influence of perceived benefits, social influence, technological complexity, and demographic variables in the adoption of internet banking in Tanzania. Using a structured questionnaire, convenient and quota samples of bank customers was used that yielded 400 dully filled questionnaires with 200 for those who are using internet banking and 200 who have not adopted the use of internet banking with binary regression used to test the hypotheses. Binary logistic regression results successfully classifying bank customers’ internet usage by 75.8% after inclusion of perceived benefits, social influence and complexity. An addition of only 3.7% accuracy in classifying bank customers arises after the inclusion of demographic variables. The results indicate that complexity, perceived benefits, and social influence contribute positively in the adoption of internet banking. The finding provides practical implications to commercial banks on how to promote internet banking effectively and efficiently that will enhance financial inclusion of the population in African developing economies context. Theoretically, the study incorporates and integrates variables into the common models used to explain internet adoption.
Local Participation and Satisfaction with Developmental Projects: Segmentation of Saemaeul Undong Participants in Tanzania
(UDSM, 2021-03-15) Suphian, Robert; Jani, Dev
Local participation in developmental projects in less developing countries is questionable with empirical results being inconclusive. The purpose of the study reported in this paper was to cluster local residents basing on their perceived levels of involvement and satisfaction in Korean funded projects (Saemaeul Undong) in Tanzania. A structured questionnaire was used to collect data from 171 local residents in the Saemaeul Undong projects in Tanzania. A two-step cluster analysis was performed to explore the possible actionable segments of local residents. Two cluster solutions were deemed valid as they significantly differ with respect to their perceived levels of involvement in the project, satisfaction, and their perceived impacts on the project. For developmental project success, different strategies related to local involvement should be used for the different groups of local residents. The results offer insights on project management, particularly in the use of segmentation approach to the local residents from project design to evaluation

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