Factors Influencing Export Performance Of Horticultural Products In Tanzania

The main of this study was to assess the factors influencing export performance of horticultural products in Tanzania under the guidance of Porters Diamond model ,The study had four specific objectives which are ; to identify the extent to which factors conditions influence export performance of horticultural products; to examine the extent to which demand conditions influence export performance of horticultural products; to determine the extent to which related and supporting industries influence export performance of horticultural products; and assess the extent to which firm’s structure, strategies and rivalry influence export performance of horticultural products. The study used descriptive survey design, where by questionnaire was used for data collection. Data was collected from 70 firms dealing with horticultural products in Dar es Salaam. Analysis of Variance (ANOVA) and regression analysis was the tool used for data analysis by the aid of the statistical package for social sciences (SPSS) software. The study found out that 48% of export performance could be explained by factor condition; 42% by demand conditions; 46% by related and supporting industries; and also 46% firm strategy, structure and rivalry. The study recommends the government to assist exporters in conveying correct information regarding foreign markets. This is based on the fact that the domestics demands cannot be used to predict the foreign market demands as found in this study. Furthermore, the governments should strengthen and support marketing support institutions in the country such as Tanzania Horticultural Association (TAHA) and Tanzania Trade Developments Authority (TANTRADE) since they have been found to have significant effects on export performance of horticultural products.