Assessment Factors Affecting Firms Export Marketing the Dar es Salam International Trade Fair (DITF) as One of International Marketing Tools

Shirima, Magdalena Faustine (2018) Assessment Factors Affecting Firms Export Marketing the Dar es Salam International Trade Fair (DITF) as One of International Marketing Tools. Masters thesis, The Open University of Tanzania.

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Abstract

The study assessed factors affecting firms export marketing the Dar es Salam international trade fair (DITF) as one of international marketing tools. This study was a cross-sectional one and it adopted a descriptive research design with intention to establish the exhibitors’ views towards promotion of international export market by participating in DITF. A total of fifty questionnaires were distributed to respondents and were filled, making a response rate of 89%. Data were analyzed using SPSS computer software. The findings clearly showed that only a few exhibitors were able to meet their fairs participation motive. Majority of participated firms were firstly participating in the DITF. About two third of DITF exhibitors were local ones and only about one third were of foreign origin. About half of the participating exhibitors sponsored themselves for attending the trade fair and only a few were financed by their local government, international organizations and or bilateral organization. The study revealed that major problems firms faced during DITF participation were inadequacies of car parks, inadequacies of exhibition space, weak securities services, poor personal hygiene and electricity power outage problems. Assessed perception on the effectiveness of participation in trade shows indicates that majority of firms consider exhibiting at the DITF as a highly cost effective mode of marketing promotion. Therefore, it appeared that DITF still has the potential to become the right exhibitors’ platform to achieve their goals. However, currently, this opportunity is not yet to be utilized and the researcher recommends for the DITF to come up with strategies on how best to reorganize its activities so as to ensure that exhibitors are able to get services that realizes value for their money.

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