MARKET COMMUNICATION AND THE PERFORMANCE OF PUBLIC CORPORATIONS IN TANZANIA A Case study of TANESCO

This study examined market communication and the performance of public corporations in Tanzania TANESCO being a case study. The study was guided by five predicting variables to the organization performance namely advertising, sales promotion, publicity, personal selling and direct marketing. The study was conducted using explanatory study design whereas the inquiry was undertaken using causal relationship approach. Data were obtained from the 150 conveniently sampled TANESCO employees through structured questionnaires. The gathered facts were assembled and computed using SPSS program version 23.0 for the generation of analytical measurements to present the study results. Descriptive statistics were generated, specifically frequency tables and percentages to describe profile of the respondents. Also, correlation and multiple regression analysis were conducted to show the relationship between study variables. Results revealed that three independent variables out of the five tested including advertising, sales promotion and publicity were positive and statistically significant on the organization performance. However, the remained two variables namely personal selling and direct marketing were positive and statistically insignificant on organization performance. The implication of the study is that performance of public corporations through market communication in Tanzania is influenced by publicity, advertising and sales promotion. The study further recommends that public organizations should have market communication strategies to keep on fostering awareness on all important aspects which needs to be known to the public at the higher pace and rate than it is at the moment.