The relevance and extent of promotional activities in Small Scale Industries in Tanzania: the case of Dar es Salaam Region.

The research was aimed at investigating the relevance and extent of promotional activities in small scale industries in Tanzania. The study is organized as follows; chapter one gives the background information. Chapter two gives the literature review and statement of the problem. The hypotheses pertaining to the study are provided in this chapter. Chapter three and four provides the research methodology and analysis and findings respectively. The summary, conclusion and recommendations are given in chapter five. The study intended to, identify the promotional techniques which small scale industries engage in communicating with target markets, secondary, identify promotional techniques more relevant to these business entities, thirdly, assess extent to which use of particular promotional activities by such units is related to nature of product produced or marketed, and lastly, assess whether they show greater use of Sales promotion activities than other promotional techniques. The study found that small scale industries use formal promotional techniques to communicate with prospective market. Moreover, the study found that these business enterprises show greater use of sales promotion devices than other promotional techniques. The study recommended that group promotional efforts be emphasized for small scale industries falling under the same industries classification. Moreover, those establishments in the same industrial classification could form a co-operative promotion system. Furthermore, the government/ or relevant institutions should participate more in giving guidance to the small scale industrial sector. In addition, suitable distribution outlets should be provided to their products. Lastly, ancillary relationship with large sscale enterprises could be a source of strength to small scale industries