Clients Perception of the Role of Marketing Strategies on the Profitability of SACCOS in Dodoma City, Tanzania.

Matiku, Tobesi (2021) Clients Perception of the Role of Marketing Strategies on the Profitability of SACCOS in Dodoma City, Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

This study assessed the clients’ perception of the role of marketing strategies on the profitability of SACCOS in Dodoma city, Tanzania. The study specifically addressed the five specific objectives which are: the influence of product, service delivery, price, promotion and place strategies on the profitability of SACCOS in Dodoma City. This study used the descriptive and explanatory design where the regression analysis was used to determine the relationship between the marketing strategies and profitability of SACCOS in Dodoma City. The information was collected from the 112 members of SACCOS in Dodoma City using the systematic sampling technique. Data were collected through a questionnaire and data were analysed by Statistical Package for Social Science (SPSS). The findings revealed that clients’ perceived that the product, service delivery, pricing and place strategies influenced negatively and significantly the profitability of SACCOS in Dodoma City. Therefore, this study recommends that the SACCOS management continue improving the marketing strategies tools of service delivery, price, promotion and place for sustainable profitability of SACCOS in Dodoma City. Keywords: Clients’ perception, marketing strategies, profitability of SACCOS, Dodoma city

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