Marketing Behavior of Micro Businesses: The Case of Street Vendors in Tanzania
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Date
2021-08-12
Authors
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Publisher
The Open University of Tanzania
Abstract
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.
Description
The paper is a result of self sponsored data collection
Keywords
Micro Business