Browsing by Author "Masmin, Leonia A"

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    The Role of packaging on export performance in the meat processing industry in Tanzania: case of National Ranching Company (NARCO)
    (University of Dar es Salaam, 2016) Masmin, Leonia A
    This study is aimed to look into the role of packaging on export performance in the meat processing industry – NARCO in Dar es Salaam, Tanzania. More specifically the study examined the role of perceived features, product differentiation and sensitivity of international environment on export performance. The total of 61 employees was sampled purposely for data collection through the questionnaire. Moreover 5 key managers from packaging and exports departments were contacted for the in-depth interview for insightful data for the study. Data was analyzed through SPSS where mean, standard deviation, correlation and regression analysis were conducted. Results revealed that; perceived product features and product differentiation were strong predictors of export performance in the meant processing industry case of NARCO. A third objective which is sensitivity to environment had a positive influence on export performance but wasn’t sufficient. The study recommends that more emphasis should be placed perceived product features variables such as easy to handle and open, convenient shape, appropriate colors and resistance to hot and cold temperature. Moreover through the product differentiation emphasis should be on type of materials used. Although sensitivity to environment did not have so much significance the researcher emphasized on applying environmental criteria when making packaging decisions are significant.