Masters Dissertations

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Browsing Masters Dissertations by Author "Chiza, Zanelle"

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    The role of marketing communication in growth of small and medium enterprises in Tanzania: A case study of women’s small and medium enterprises in Dar es Salaam
    (University of Dar es Salaam, 2013) Chiza, Zanelle
    This general objective of the study was to examine the role of Marketing communication in the growth of small and medium enterprises in Tanzania specifically the study looked at the contribution of marketing communication to the business turnovers of women SME’s and the extent to which knowledge levels of women SME clients are attribute to the lecels of usage of Marketing communication . The findings from the study are expected to illustrate how marketing communication is as an important enabler if effectively used within the SME sector. The study was conducted in Dar e s salaam region. The sample of the study included a list of 30 women entrepreneurs drawn from a list of women entrepreneurs who are members of Tanzania women chambers of commerce (TWCC) based in Dar es salaam. Data for the study were collected through questionnaires and interviews. The questionnaires were distributed to the 30 respondents in small business enterprises, while interviews were administered to groups of managerial and clients. The data were analysed using both content analysis and Statistical Package for Social Sciences (SPSS). The findings sales and profit in the business as approximately 83 percent of the respondents indicated. The respondents also admitted that they understand marketing communication and its use to promote their business. The study showed that 40% of the