Factors that determine success in competitive environment: the case of Tanzania Confectionary Industry

The study was to investigate theFactors that determine Success in Competitive Enviroment: A case of the Tanzania Confectionary Industry. The main objective of this study was to assess the success factors in confectionary industry in the competitive environments in Tanzania. The study was conducted in Tanzania and the survey was done in Dar es Salaam, using simple random sampling, and in some areas a special judgmental approach was used for the interest of getting correct information. The study was based on pure mass market products and therefore, the consumers, shop attendants, shop managers and shop owners were interviewed. Data was collected from a total of one hundred and four respondents. Data analysis was done with a help of SPSS version 15 for windows in which description analysis was profound. Hypotheses were tested using Chi-square and Kolmogorov Smirnovtests. Most of the results were simplified at the 5% and 10% levels of confidence.Findings from this study indicate that confectionary products are important part of the Tanzania business today. Almost all shops keep confectionary products. The respondents almost all, agreed that the confectionaries are important. All customers at least take a confectionary when shopping. It is recommended that companies dealing with confectionary products can use several strategies to successfully win the market, like low price strategy, sampling, visual and printed adverts and ensuring that business environments are clean to attract more customer.