The effectiveness of marketing communications strategies of food processing smes in Tanzania

This study assessed the effectiveness of marketing communications strategies used by food processing SMEs in Tanzania. The study was conducted to answer the following research questions: to what extent are (i) direct marketing strategies; (ii) sales promotion tools; (iii) advertising tools; (iv) word of mouth; and (v) exhibitions effective in promoting products of food processing SMEs in Tanzania? Data were collected using self-administered questionnaires and interviews with 120 respondents, as well as documentary reviews. The data collected were analyzed using SPSS version 20.0; particularly in cross tabulation as well as, multiple regression analysis. In consequence, the findings were tabulated and summarized, with percentages, mean and standard deviations’ obtained. The study findings show that food processing SMEs owners/managers use sales promotion, direct marketing, advertizing and public relations for creating products and brand awareness to customers. The findings also reveal that marketing communications strategies used most were advertising, sales promotion and public relations. Direct marketing was not frequently used due to inadequate knowledge of customers to access electronic information. On the other hand, food processing SMEs’ customers had different results on their views about these market communication tools. The majority of them were not comfortable with the methods used as food products sources of information. This may be due to poor content, time frame and geographical coverage which do not suit customers’ preferences, curiosity and satisfaction to influence purchasing of SMEs food products.A number of recommendations have been provided for effective marketing strategies to food processing SMEs in Tanzania. The study shows that there is a need for the food processing SMEs owners/managers to communicate better about the products well and the prices before they can be convinced to purchase. Food processing SMEs should review their marketing communication strategies to include the use of mutual respect, open communication, and an absolute commitment to focus on the target consumer rather than on internal squabbles and turf wars.