Marketing concept application on equipment rental services: case of Tanzania national roads agency.

This study assessed application of marketing concept in TANROADS subsidiary business entities, which let out equipment’s as business offers. Success and growth of business depend on an effective application of marketing concept that aims at satisfying market needs at a profit. Both probability sampling and non- probability sampling were adopted in the study. Probability sampling is where probability sampling is where probability of inclusion of a population element is known and on non-probability sampling is where samples are obtained by methods that are more subjective than objective, which is based on researchers judgment. The sample of 96 customers was drawn from a sampling frame having 556 customers. The study covered five regions of mainland Tanzania, due to their business potential. Three hypotheses were developed to test application of marketing concept in TANROADS on equipment rental services. Results show that there is lack of application of marketing concept in the whole set up of management of TANROADS equipment pools. The main factors, which lead none application of marketing concept, are influenced by limited growth of the business, poor customer service and impropriate pricing strategies. The study recommends that TANROADS management should implement in -house training to TEPs operations staff on marketing concept including instituting, mandatory, managers` further training in Business Management