Browsing by Author "Lubuva, Jacob Roman"

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    The influence of marketing strategies on second-hand clothes sales performance in Tanzania: the case of Dar es Salaam
    (University of Dar es Salaam, 2006) Lubuva, Jacob Roman
    Liberalization of economy introduced second-hand clothes in Tanzania Consequently. Marketing competition has arisen between the local textiles. Mitumba and Asian imported clothes. In order to survive in competition it needs well-knit marketing strategies. Research on the influence of marketing strategies on sales' performance for mitumba in Tanzania was carried out. Investigations aimed at revealing if the marketing strategies are used and whether or not they increase sales' performance. Exploratory and descriptive research designs were used to investigate a sample of 70 respondents. Findings showed that marketing strategies are used for mitumba marketing in Tanzanian. About 81.4 % of the respondents said they use marketing strategies. Test statistics for hypotheses one and two are 7.00, rejecting the null hypotheses at 5% significance level. Thus there is enough statistical evidence to conclude that marketing of mitumba is dependent on marketing strategies and that marketing strategies increase sales' performance for mitumba. There is also a relationship between marketing competition and marketing creativity. Test for hypothesis three shows 103% of the marketing creativity is influenced by competition. Since marketing strategies and marketing creativity in mitumba business increase sales, formal training on marketing strategies for mitumba petty traders should be made. Instead of dismantling mitumba trade,the government should invite investors to invest in textiles with similar taste as mitumba.