Use of Information and Communication Technologies for Promoting Products among Women Entrepreneurs in Mwanjelwa Market, Mbeya Tanzania.

Kabigumila, Atulinda (2023) Use of Information and Communication Technologies for Promoting Products among Women Entrepreneurs in Mwanjelwa Market, Mbeya Tanzania. Masters thesis, The Open University of Tanzania.

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Abstract

The study assessed use of Information and Communication Technologies (ICTs) for promoting products among women entrepreneurs in Mwanjelwa market, Mbeya Tanzania. The specific objectives of the study were; To examine the extent to which women entrepreneurs use ICTs in promoting products in Mwanjelwa market; To examine the technologies used and the uses of those technologies in promoting products; To assess the contribution of ICTs to the Mwanjelwa women entrepreneurs in promoting their products; and To identify the challenges impeding women entrepreneurs to use ICTs in promoting products and addressing possible solutions. A total of 76 respondents were used as the sample size of this study. The methodologies employed by a researcher to conduct the study included Observation, Interview, Questionnaire and Documentary review. The researcher used Microsoft Excel of 2007 and SPSS 27th version of 2022 to analyze the obtained data. Findings showed that entrepreneurs who used ICT’s for promoting products were far better than those who don’t use ICT’s facilities. It was also observed that WhatsApp platform was mostly used for promoting products as compared to other mobile phone platforms. Further, it was also found out that there was low usage of ICT’s facilities for promotion of products among women entrepreneurs. The study concludes that whoever wants to succeed in entrepreneurship must use ICTs tools to promote products. The study recommends that the need to adopt ICTs for promoting products by women entrepreneurs in the 21st is inevitable. Keywords: information and communication technologies, promotion of products, women entrepreneurs, Mwanjelwa market, Mbeya, Tanzania.

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