Market orientation and performance relationship in insurance industry in Tanzania:the case study of insurance companies in Dar es Salaam

The main objective of this study was to explore the relationship of Market orientation and Performance. This objective has been derived from the objectives of liberalizing the Insurance industry in Tanzania of being Market driven industry and this research is aimed at establishing if there is any relationship between focusing markets. The specific objectives were, to find out the relationship between Market orientation and performance in Tanzania’s insurance industries, to find out if Tanzania Insurance Industry is market oriented and to find out how strong the relationship is between the market orientation and performance in Insurance Industries in Tanzania. The study used a sample of 12 Insurance Companies and 20 registered Insurance Brokerage Companies. General observation showed the general trend that still there was poor participation among the people in joining with the Insurance policies in Tanzanian. This is because all the Marketing activities of these companies which have been targeting major cities like Dar es Salaam. The result shows that there are positive relationships between market orientation and performance. In other words, Tanzanian Insurance Industry performance is largely influenced by its market orientation or market driven culture. This is because the association between the acting of the industries and the response from the market are positive. It is recommended to the companies that, time has come for them to start considering direct marking. And also all companies should prepare themselves to offer services on international standard accepted not only within East African Community but the entire world.