Factors Affecting Marketing Performance of Grape Fruits in Tanzania: A Case of Hombolo Ward in Dodoma.

Nzowa, Seule (2020) Factors Affecting Marketing Performance of Grape Fruits in Tanzania: A Case of Hombolo Ward in Dodoma. Masters thesis, The Open University of Tanzania.

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Abstract

This study assessed factors influencing marketing performance of grape fruits in Tanzania. Specifically, the study was intended to examine the effectiveness of distribution system in marketing performance of grape fruits, to examine the influence of price in marketing performance of grape fruits, to examine the influence of product attributes on marketing performance of grape fruits and to examine the influence of promotion on the marketing performance of grape fruits. This study was conducted at Hombolo Ward in Dodoma. The motives behind the choice of Hombolo ward as a case study were grounded on the fact that Hombolo Ward is one among the major producing area of grapes in Dodoma in which the issue of marketing a particular product had been evidently. Questionnaire was used to gather the required data of the study from 142 respondents. Accordingly, descriptive statistics and multiple regression were utilized to analyze the collected data. Research results indicated that price, product attributes and distribution systems significantly affect market performance of grape fruits. Promotion aspects on the other hand, was found to be unimportant variable in market performance of grape fruits. However, it was recommended that good price should be given to grape fruits producers as it has great role to play in the market performance of a particular product. Also, since product attributes was found to have big impact in influencing marketing performance of grape fruits. Therefore, it was recommended that grape fruits producers should improve and maintain product attributes. Additionally, improvement of distribution system should be taken into account for it has great part to play in the market performance of grape fruits. Through good distribution system, producers will be able to store, preserve and transport their product to the targeted customers efficiently and effectively.

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