Marketing Factors Affecting Export Performance of Horticultural Products in Tanzania
Published: 2015
Author(s) Name: Mwandu Sangalali Nyalulu and Lusekelo Kasongwa |
Author(s) Affiliation: Sales Manager, TLL Printing and Packaging Limited, Dar Es Salaam, Tanzania
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Abstract
Horticulture is a newly rapidly growing sector in Tanzania. Its annual export earnings have been
increasing at the average of 6% for the past 5 years since 2008. Although, the export has been
growing but the earnings are not proportional to the annual production which has been growing
by 17% annually. This research investigates the marketing factors affecting horticulture export
performance in Tanzania. Using a sample of 96 respondents from support institutions and farmers,
the study examines 4Ps which affect the horticulture export performance. These four factors are
pricing factors, product factors, packaging factors and promotion factors. The multiple regression
model shows that these marketing factors explain the variation in the export performance by
66.7 percent.
Keywords: Export Performance, 4ps, Horticulture, Tanzania.
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