An evaluation of marketing strategies utilized by agricultural inputs supplies in Tanzania: a case of Agricultural Inputs in Southern Highlands regions of Tanzania

Agricultural production can be enhanced by making available to farmers various agricultural inputs at a right time, at affordable prices and at a required amount in Tanzania, the private sector has largely part1.c1.pated m. marketing of agricultural inputs since the introduction of economic reforms. The success of agricultural inputs suppliers depends on the application of appropriate marketing strategies' a problem which has not yet been well addressed in Tanzania. This study was conducted in Southern Highlands regions of Tanzania (Iringa and Mbeya). A descriptive research design employing a probabilistic sampling method was used to select 30 agricultural inputs suppliers and 80 farmers for interview. The findings indicate that most agricultural inputs supplied had acceptable qualities and were available at the right times. However, only 14% of farmers were satisfied with the services of the suppliers. Also the prices of most agricultural inputs such as fertilizer were too high for most fanners to afford, which greatly contributed to low purchase of agricultural inputs than it would have been. It was therefore recommended that emphasis should be placed on suppliers capacity building in terms of credits, financial support and training.