THE INFLUENCE OF INFRASTRUCTURE ON AVOCADO EXPORTATION PERFOMANCE FROM TANZANIA TO INTERNATIONAL MARKETS: A CASE STUDY AT PARACHICHI FRESH PRODUCT LTD IN NJOMBE REGION

Abstract

ABSTRACT This quantitative study investigated the influence of infrastructure on avocado exportation performance from Tanzania to international markets, focusing on Parachichi Fresh Product Ltd in the Njombe Region. Specifically, the study examined the effects of storage facilities, logistic services, and ICT infrastructure on export performance. A positivism philosophy and a descriptive research design were employed. Out of a sample of 171, data were collected from 158 respondents, including managers, operational staff, and logistics personnel, using structured questionnaires. Descriptive statistics were used to examine central tendencies, while multiple linear regression analysis was conducted using IBM SPSS Version 29 to assess the relationships between variables. The findings revealed that storage facilities significantly influence export performance (mean = 4.293, SD = 0.803; p = 0.000), ensuring quality maintenance, reduced post-harvest losses, and timely delivery. Logistic services also had a strong positive effect (mean = 4.318, SD = 0.778; p = 0.001), highlighting the importance of reliable transport, route optimization, and efficient customs processes. Furthermore, ICT infrastructure significantly enhanced coordination, real-time monitoring, and market responsiveness (mean = 4.320, SD = 0.770; p = 0.012). The study concluded that strategic improvements in storage, logistics, and ICT systems are critical for enhancing the competitiveness of Tanzanian avocado exports. Recommendations include policy reforms to strengthen infrastructure, streamline logistics, promote ICT integration, and ensure adherence to international quality standards. These findings provide practical guidance for exporters, policy makers, and future researchers aiming to improve export efficiency and market performance. Further quantitative research is recommended to deepen the understanding of factors influencing avocado exportation performance across Tanzania, with an expanded sample including multiple exporters from different regions.