Examination of the role of marketing strategies in the sales performance of agricultural perishable products in Tanzania: the case of Entrepreneurs at Kariakoo Market in Dar es Salaam

The main objective of this study was to examine the role of marketing strategies in sales performance of agricultural perishable products in Tanzania the case being entrepreneurs of Kariakoo market in Dar es Salaam. The population under study included individuals and groups of entrepreneurs selling vegetables and other agricultural perishable products at Kariakoo market. The study uses questionnaires in collecting data from the respondents. The analysis of data was done using the Statistical Package for Social Science (SPSS) under the Linear Regression Analysis tool.The findings of the study reveal that while these perishable products have essential nutrients required by the body unfortunately, these products are vulnerable to weather and time. From the findings, a number of challenges to the entrepreneurs who merchandise these products have been revealed out. Moreover the findings of the study reveal that this business is dominated by people from poor walk of life, difficulties in preservation of the products and lack of strategies among the entrepreneurs though they are enthusiastic to apply marketing strategies.From the findings of the study, the study has recommended a number of actions to boost up the production of these important products for human beings to live and lead a healthy life.