Marketing and Public Relations

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Analysis of Effect of Institutional Isomorphism on Cashew Nut Farming Business Sustainability in Tanzania: Mediating Role of Market Stakeholder’s Action
(Tanzania Institute of Accountancy, 2023-06) Vicent, Felex; Abayo, Abdiel; Chachage, Bukaza; Musheiguza, Edwin
The effect of institutional isomorphism on cashew nut farming business sustainability in Tanzania through market stakeholders’ action was analysed in this study. The study explicitly sought to examine the effect of institutional isomorphism on business sustainability, market stakeholders’ actions on business sustainability, and the mediating effect of market stakeholders’ actions on the association between institutional isomorphism and business sustainability. An explanatory design, backed by simple random sampling, was utilized in choosing 360 respondents. Information for the study was gathered using a structured questionnaire and analysed by structural equation modelling. Outcomes show that institutional isomorphism had a positive and significant effect on business sustainability. Market stakeholders’ action was also found to have a positive and significant effect on business sustainability. Further results exposed the partial mediation effect of market stakeholders’ action on the relationship between institutional isomorphism and business sustainability. The study concluded that the prediction of business sustainability can be precisely articulated by institutional isomorphism and market stakeholders’ actions. Market stakeholders’ action was also proved to mediate the relationship between institutional isomorphism and business sustainability partially. Thus, the study recommends that, for the cashew nut farming business in Tanzania to be sustainable, farmers should comply with isomorphic pressures issued by governing institutions. It is also recommended that market stakeholders’ actions should be given consideration by governing institutions as they have effects on achieving sustainability.
Annualized Stock Market Returns Volatility: An Evidence of Dar es Salaam Stock Exchange
(TIA, 2022-12-31) Mwidege, Asheri, M.
Financial market players raise a concern about returns volatility anomalies. Yet, the day effects of stock market return instability in the Dar es Salaam financial market are not known. The present study, investigated the day effects on returns using time series data for the years 1998 through 2020. The return of market stocks was analysed using Win Rat and E-views. The results showed that the day of and the month of the year outcome existed in the return equation only with a constant decay rate ( +  = 0.75) meaning that the unpredictability forecast reverts to its unrestricted mean at the proportion of 0.75 per transaction period. Moreover, it was found that the lowest monthly returns spread were observed for TCC and the highest for the whole market while the maximum and nethermost daily returns occurred on Wednesdays and Tuesdays, respectively. Furthermore, it was found that the positive January effect was observed in the market and monthly mean returns were positive with the lowest returns in December. The study concludes that that day’s effects impacted the market stock return caused by the volatility effect on returns. It is therefore recommended that rational investors should invest in the market for their future gains.
Assessment of The Impact of Advertising on Business Development in Tanzania’s Bank Sector: CRDB Bank
(African Journal of Accounting and social science (AJASSS), 2022-06-30) Mneney, Christina E; Chenyambuga, Dora N
This research aimed at determining how eﬀective advertising is at increasing business growth in the banking industry. The study’s target population was 38 employees of CRDB Bank in Ilala District, out of these thirty-fve (35) respondents were selected using a purposive sample technique. Likert scale was used, whereby 1 indicating Strongly Agree, 2 indicating Agree, 3 indicating Undecided, 4 indicating Disagree, and 5 indicating Strongly Disagree. Data were entered and analysed by SPSS software. The study’s fndings revealed that, nearly 65 per cent of the respondents strongly agreed that advertising as an integrated marketing communication medium assists the banks in improving and enhancing client loyalty. Furthermore, 74.3 percent strongly agreed that advertising assists the banks in increasing sales volume and 25.7 percent agreed that advertising assists the bank in increasing sales volume. As a result, the vast majority of the respondents stated that advertising helped the bank to increase sales volume. According to the study, CRBD bank’s management should invest heavily in all Integrated Marketing Communication (ICM), including advertising, because it has a direct impact on the bank’s success.
Board Structure and Risk-taking in the Extractive Industry in Kenya
(African Journal of Accounting and Social Science Studies (AJASSS), 2025-06-30) Sumawe, Sadiki; Tago, Gwatako
The purpose of this paper is to investigate the relation between board structure and firm risk-taking in a sample of 8 extractive firms listed on the Nairobi Securities Exchange (NSE). The agency theory provided the theoretical foundation for this study. The study adopted a descriptive research design. It employed a purposive sampling technique to determine the sample size of extractive firms on the NSE from 2019-2023. The data was retrieved from annual reports of sampled firms. Further, Fixed Effect Model and Two-stage Least Squares (2SLS) methods supported data analysis and reliability check, respectively. Using 5 years of balanced panel data, the results show that board size and female gender diversity are statistically significant, negatively and positively associated with firm risk-taking (z-score), respectively. Additionally, evidence indicates that the interaction between independent directors and female gender terms is positively related to the z-score. In contrast, the findings on the relationship between independent directors and risk-taking are considerably mixed. Besides, the study highlights practical implications for policy reforms that require more extractive firms to list on stock exchanges and mandate female board representation. Finally, the study offers a literature review on the linkage between risk-taking and board structure in the extractive industry.
Determinants of Multidimensional Poverty in Rural Tanzania
(Tanzania Institute of Accountancy, 2023-06) Charles, Geofrey M.; Otieno, Sixtus M.; Kimaro, Magreth A.; Mwakasisi, Tuntufye G.; Mganga, John G.; Matolo, Getrude
The primary aim of the research was to examine the factors that contribute to poverty from a multidimensional standpoint among households in rural Tanzania, utilizing a logistic regression model. The study used Alkire and Foster methodology to examine multidimensional poverty index (dependent variable of the study). The research utilized data that were already collected by the Tanzania Demographic and Health Survey in 2017. Based on the findings, the factors being studied were proven to be key determinants that have a significant impact on multidimensional poverty in rural Tanzania. Additionally, households led by women experienced a higher incidence of multidimensional poverty compared to those led by men, underscoring the necessity for gender-specific measures to combat gender-based poverty. The study found that older households were less susceptible to experiencing multidimensional poverty compared to younger households. These results indicate the necessity for focused assistance and support for younger households. Furthermore, the research found that the likelihood of experiencing multidimensional poverty was lower for widowed and married individuals in comparison to those who had never been married. Finally, the use of family planning methods was associated with a decreased likelihood of experiencing multidimensional poverty. The study recommends that, poverty reduction interventions in rural Tanzania should take into consideration these significant factors to effectively address the issue of multidimensional poverty.
Determinants of Social Media Marketing Adoption among Small and Medium Enterprises in Dar es Salaam - Tanzania
(TIA, 2022-12-31) Augustine, Justine.; Newa, Makawa.
The general objective of the study was to examine the determinants of social media marketing adoption among Small and Medium Enterprises (SMEs) in Ilala Municipality, Dar es Salaam. The study provides the effects of technological, organizational and environmental factors on adoption of social media marketing in the SMEs sector. This study used descriptive research design; thus primary data were collected using a structured questionnaire, whereas multiple regression analysis was used to analyse the collected data from 122 SMEs owners who were selected through simple random sampling. The SPSS software was used for data analysis. The results from multiple regression analysis showed that technological factors had positive and significant relationship with the adoption of social media marketing in SMEs (p = 0.001). Moreover, the findings showed that organisational factors and adoption of social media marketing were positively related (p = 0.000). Furthermore, the findings indicated that there was positive and significant relationship between environmental factors and adoption of social media marketing in SMEs (p = 0.002). The study concludes that technological, organizational and environmental factors determine social media marketing adoption for SMEs. However, organizational factors are the major determinants of social media marketing adoption in SMEs. The study recommends that the management of SMEs should improve organizational environment such as employee skills by providing training in order to increase the use of social media marketing in SMEs. Government should provide support and comprehensive policy to foster growth of SMEs in Tanzania through adoption of social media marketing, and the SMEs management should accommodate technology innovation to support easy adoption of Social media marketing.
Determinants of Social Media Marketing Adoption among Small and Medium Enterprises in Dar es Salaam - Tanzania
(African Journal of Accounting and social science (AJASSS), 2022-12-31) Augustine, Justine; Newa, Makawa
The general objective of the study was to examine the determinants of social media marketing adoption among Small and Medium Enterprises (SMEs) in Ilala Municipality, Dar es Salaam. The study provides the effects of technological, organizational and environmental factors on adoption of social media marketing in the SMEs sector. This study used descriptive research design; thus primary data were collected using a structured questionnaire, whereas multiple regression analysis was used to analyse the collected data from 122 SMEs owners who were selected through simple random sampling. The SPSS software was used for data analysis. The results from multiple regression analysis showed that technological factors had positive and significant relationship with the adoption of social media marketing in SMEs (p = 0.001). Moreover, the findings showed that organisational factors and adoption of social media marketing were positively related (p = 0.000). Furthermore, the findings indicated that there was positive and significant relationship between environmental factors and adoption of social media marketing in SMEs (p = 0.002). The study concludes that technological, organizational and environmental factors determine social media marketing adoption for SMEs. However, organizational factors are the major determinants of social media marketing adoption in SMEs. The study recommends that the management of SMEs should improve organizational environment such as employee skills by providing training in order to increase the use of social media marketing in SMEs. Government should provide support and comprehensive policy to foster growth of SMEs in Tanzania through adoption of social media marketing, and the SMEs management should accommodate technology innovation to support easy adoption of Social media marketing
Determinants of the Elderly’s Social Protection Services Access in Kilimanjaro Region, Tanzania
(Tanzania Institute of Accountancy, 2019-06) Malima, Regina C.; Jeckoniah, John N.; Mvena, Zebedayo S. K.
Inaccessibility to Social Protection Services (SPSs) is a major concern for the majority of the elderly on the globe and developing countries, including Tanzania. This paper establishes the extent to which the elderly have access to SPSs and determines the factors that influence SPSs access to the elderly
Determinants of Working Capital Requirements Listed Companies in East Africa: An Empirical Study Using Generalised Method of Movements
(African Journal of Accounting and Social Science Studies (AJASSS), 2025-06-30) Sumawe, Sadiki; Magoti, Lucas
Effective working capital management is essential to a company’s survival. Working capital management helps managers in the value creation of the company and prevents the possibility of insolvency. This leads managers and researchers to make an effort to identify variables that affect working capital management. The main focus of this study is to examine the determinants of working capital requirements of non-financial firms listed in East African stock markets. Working capital requirement as a dependent variable was presented by the ratio of current assets less current liabilities over total assets and cash conversion cycle. However, the independent variable was represented by return on assets, sales growth, firm size, leverage and operating cash flow, while the country's gross domestic product growth rate was used as a control variable. For the company to be financially successful, it depends much on how financial managers use their skills to ensure that management of working capital is maintained at an optimal balance. The study used both a descriptive and a quantitative research design. Listed non-financial companies in East Africa, covering the period of 8 years from 2016 to 2023, were selected to represent the sample. Data analysis was done by eView12 using the panel generalised method of movement to establish the relationship between dependent and independent variables. This study concluded that there is a significant positive influence of return on assets, growth, firm size and operating cash flow on working capital requirement. This indicates that if the firm wants to grow and improve profitability it must increase the level of working capital. Furthermore, leverage and firm size were revealed to have a negative and significant influence on working capital requirement. Then, if the firm is highly geared, it leads to a reduction in the level of working capital. Moreover, GDP growth rate impacts working capital requirement positively, meaning that when the country's GDP increases, the company demands more cash to finance their working capital.
Dynamics and Trends of National Food Reserve Agency Maize Price and Local Maize Market Price: Empirical Evidence from Sumbawanga Market
(Tanzania Institute of Accountancy, 2023-06) Sitima, Florence W.; Mduma, John K.
The general objective of this study is to analyse spatial maize price transmission and market integration in Tanzania with Rukwa Region as the case study. Thus, the study intended to assess dynamics and trends of National Food Reserve Agency maize price and local market maize price between Sumbawanga (the surplus market) and other selected deficit markets from 2008-2017. Monthly maize price data came from the National Bureau of Statistics and National Food Reserve Agency purchase books price records in Rukwa Region. The Vector Autoregressive (VAR) Model, granger causality and impulse response methods were used. Results indicated that National Food Reserve Agency’s price granger caused local market maize price per ton and not otherwise. Impulse Response Functions indicated that the National Food Reserve price per ton had positive transitory and permanent impact on local maize market price per ton. The government should set enough money for more and timely National Food Reserve Agency grain reserves purchase; remove export bans; and improve communication, transport, marketing and storage facilities in surplus areas.
Effects of Credit Management Practices on Performance of Women Owned SMEs in Morogoro Municipality, Tanzania
(TIA, 2022-06) Mutalemwa, D F.; Makindara, J R.
This paper determined the effects of credit management practices on the performance of women owned SMEs in Morogoro Municipality. Data were collected from 120 women which included both credit and non-credit recipients. A purposeful sampling procedure was employed to select the study district and three wards whereby two streets were selected from each ward randomly. The women’s respondents were then selected randomly from each street. Descriptive analysis was used to compute the enterprise performance status of the respondents. The results indicate that 55 percent of the women respondents were credit beneficiaries while 45 percent were not. Among those who received credit, 68 percent used the whole credit to invest in the same business; about 21 percent used 50 percent of the credit received to invest in other businesses besides the core ones and about 50 percent used the credit in non-business purposes. Moreover, about 11 percent of the credit recipients used the whole loan given (100%) in other activities such as family parties and paying school fees. An independent t-test was run to determine whether there is a significance difference in performance among women with and without credits. The performance indicators were all significant in terms of asset value, number of employees, monthly sales, and gross margin at p>0.05. The findings show that credit availability influenced the performance of women owning SMEs. The findings also show further that women who received credit and AJASSS Volume 4, Issue No. 1, 2022 page 294 invest the whole of it in the same business were performing better compared to non-credit recipients. It is therefore concluded that if credit is available and women use the whole of it in investing within the business, their SMEs performance will improve. It is recommended that women owning SME’s should be encouraged to take the available credits which have competitive interest rates and deploy it in their business in order to enhance performance of their enterprises.
Examining the Contribution and Implications of Mobile Water Payments for Water Bill Collection at MWAUWASA, Tanzania.
(Business Education Journal, 2018) Magoma, A
This paper aims to examine the contribution and implications of mobile water payments (MWPs) for water bill collection at MWAUWASA. The study focused on testing three variables namely; MWPs adoption rate by customers, benefits of MWPs for water services and challenges facing MWPs for water services. Both qualitative and quantitative analytical techniques were used to collect data from a purposively selected sample of 75 MWAUWASA officials and 100 water bill payers. The trend of M-Pesa adoption has been increasing though at a slower pace and revenue collection efficiency has increased too, still, over 60% of customers are paying through cash, the challenge that hinders them is the inefficiency of the M-Pesa payment system. The study recommends that MWAUWASA should focus on delivering a quality M-Pesa system that meets the client’s needs and more sensitization to customers should be done about the usage of M-Pesa and adoption of a cashless system is advised.
Exploring the Causal Effect of Cash Conversion Cycle Signals on Profitability of Tanzanian Manufacturing Firms
(International Journal of Economics, Finance and Management Sciences, 2024-10-31) Tago, Gwatako; Sumawe, Sadiki
Management of Cash Conversion Cycle (CCC) components is piercing for firms’ profitability. Financial Managers world-wide, adopts cash conversion cycle in measuring and estimating the level of risks and return of their firms for profit and wealth maximization. As a result, managers keep an eye on the drivers and derailers of profitability. The study focused on establishing the causal effect of cash conversion cycle on profitability while exploring whether single or double digit indicators matter for profitability determination of manufacturing firms. Theoretical and extant empirical literature reviewed guided the scholar foundations for gap identification. The findings were elicited from annual audited financial statements of companies enrolled on DSE from 2008 to 2022 with a sample of 8 manufacturing firms for 15 years, aggregating to a total of 120 observations. Profit was estimated using Profit-After Tax (PAT) and the Cash Conversion Cycle was measured through Inventory Turnover Days (ITD), Debt Collection Days (DCD) and Credit Payment Days (CPD). In model selection, Hausman test was adopted to pick between fixed effect and random effect model while Panel Regression was favored in estimating the causal effect of CCC and profitability. Based on regression analysis, Inventory Turnover Days (ITD) has a negative impact on firms’ profitability and Debt Collection Days (DCD) revealed an insignificant positive relationship between DCD and profitability. Furthermore, the study found a negative relationship between Credit Payment Days (CPD) and profitability. On the other hand, the research found that profitability of most firms with double digit cash conversion cycle proved to be higher than those firms with single or triple cash conversion cycle. The research findings unveiled that CCC correlates positively with profitability and significantly impacts manufacturing firms’ profitability. So, for DSE firms to increase their profitability and firm value under modern competitive era, concentration on double digit cash conversion cycle is paramount ought to the nature of business and assets invested in. Therefore, we conclude that there is a significant causal-relationship of cash conversion cycle on profitability for firms in Tanzania, indicating the necessity of managing appropriately the CCC components.
Extension Service Delivery Following Marketing Approach for Maize Productivity in Morogoro and Dodoma Regions
(Tanzania Institute of Accountancy, 2021) Raphael, CRN, Charles
Agricultural extension service is one of the strategies specified in the Agricultural Sector Development Strategy (ASDS) I and II for successful productivity of Agricultural sector in Tanzania
Gender Dynamics and Dietary Diversity among Small Scale Legume Farmers in Singida District, Tanzania
(Tanzania Institute of Accountancy, 2023-06) J.F, Mremi; J.N, Jeckonial; P.J, Nyamhanga
The paper explores the association of consuming nutritious food groups including legumes with the relationship and the interactions between men and women small-scale farmers in Singida District, Tanzania. A cross-sectional design was used, and a sample size of 200 legume farmers comprising 88 males and 112 females was used. A 24-hour dietary recall checklist and a food frequency questionnaire were used to collect data by sorting out food groups. Groups of food items consumed were categorized into two levels of regularly consumed (three times or more per week) and rarely consumed (once per week). The qualitative data were analysed using content analysis while quantitative data were analysed quantitatively by computing descriptive statistics and a chi-square test. It was found that the association between gender and consumption of legume species was statistically significant (p < 0.05). The Pearson’s chi-square test showed a slight association between legume consumption and sex category. The results showed that socio-economic characteristics; including income level, access to resources, and decision-making; were significantly associated with households’ food consumption levels (p < 0.05). The study concludes that, due to a number of factors, such as women's limited access to resources and lack of women's involvement in nutritional decisions, gender dynamics within households are a barrier to diversity of food consumption at the household level. Therefore, the study recommends that men should be sensitized to increase the diversity of the food items they consume and recognize women’s roles as essential to ensure their right to equality and to an adequate standard of living.
Gendered Access and Control Over Quality Declared Seeds (QDS) Resources Among Rice Producers in Kilombero District, Morogoro, Tanzania
(Tanzania Institute of Accountancy, 2021) Lyimo, Nora E.; Sikira Anna, N.; Madaha, R.
Quality Declared Seed for increased agricultural productivity is pertinent to farmers. This study assessed the gendered access to and control over QDS resources among rice producers. A cross sectional research design was used, whereby a questionnaire was administered to 218 rice farmers in Kilombero District
Governance of Political-Administrative Relations in Public Development Projects Implementation in Local Governments, Tanzania
(Tanzania Institute of Accountancy, 2019-06) Njunwa, Kelvin M.; Chingonikaya, Emanuel E.
Good governance is a global issue. It is a crucial aspect in new public management as it ensures among others, participation, transparency, accountability and adherence to the rule of law among the parties involved in development
The Impact of Covid-19 Pandemic on the EAC Tourism and Hospitality Industry
(African Journal of Accounting and social science (AJASSS), 2022-06-30) Chenyambuga, Dora N; Mneney, Christina E
Worldwide, the COVID-19 epidemic has impacted all economies. The study examines the impact of the pandemic on the tourism and hospitality industry in East African Community member nations. This study is a systematic review of Covid19’s inﬂuence on the tourist and hospitality industries. The analysis is based on 54 publications collected from the Web of Science and Scopus databases. The current study was motivated by an extensive review of literature. According to these studies, the spread of COVID-19 disease to workers in the tourism industry has put the sector in jeopardy; travel restrictions and tourism guidance have made tourism and hospitality industry suﬀer from severe reduction of revenues. All these studies however do not clarify how, the pandemic has impacted tourism and hospitality industry in terms of national park visitors, hotel occupancy, and unemployment in particular. Therefore, the current study assesses the impact of COVID-19’s on tourism and hospitality in the EAC Partner States by using such indicators as the number of international tourists, receipts and tourism jobs generated, visitors to the parks and the rates of hotel occupancy. The study’s fndings show that the EAC Partner States lost USD 4.8 billion in foreign tourist earnings and two million jobs in the tourism sector due to COVID-19. The numbers of visitors to the National parks decreased by 65 percent, hotels in the region had an average occupancy rate of less than 30 per cent, which had a substantial impact on their operations. The study recommends to actors in tourism destinations, to have pandemic preparedness and risk management plans.
Impact of Land Use Interventions on Crop Production: A Case of Payment for Ecosystem Services Scheme in the Uluguru Mountains, Tanzania
(Tanzania Institute of Accountancy, 2021) Kagata, Lazaro
It was not known whether land use interventions promoted by payment for ecosystem services (PES) scheme had an increase in crop production. The study assessed the impact of PES scheme interventions on crop production in Uluguru Mountains, Tanzania. Specifically, the objectives of the paper were to (i) compare crop production before, during, and after PES scheme, and (ii) to examine factors affecting crop production
The Influence of Customer Retention Practices on Performance of Micro and Small Agro-processing Enterprises in Tanzania
(TIA, 2022-12-31) Nnko, Eliakira.
Customer retention practices are considered as derivers to accelerate firm performance in highly competitive business environment. However, scanty literature exists on agro-processing MSEs in developing economies. This study was carried out in Dar es Salaam, Arusha and Morogoro regions to examine the relationship between customer retention practices and performance of agro processing micro and small enterprises (MSEs). The study employed quantitative research approach and a cross-sectional research design. Proportionate stratified sampling was used to select a sample of 302 MSEs. A self-administered questionnaire was used to collect data from these firms. Structural Equation Modelling (SEM) was used to analyse the relationship between customer retention practices and firm performance. Firm performance was found to be positive and significantly influenced by assessment to customers, analysis of competitors, response to customer needs, inter-functional coordination practices and employees behavioural practices. Business-supplier relational practices posited positive relationship with the firm performance. The findings suggest that customer retention practices are influential determinants of the performance. This implies that owner-managers of agro-processing MSEs who wish to improve the performance of their firms should put emphasis on understanding the needs of their customers, analyse the actions and behaviours of competitors, appropriately coordinate internal functions of their firms and manage employees behaviours towards customers to ensure sufficient response to needs of the customers, and they should maintain positive relationship with the suppliers of raw materials. Likewise, practitioners and policy makers should appreciate the role of customer retention practices when designing policies, trainings and support services for MSEs.

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