A Thesis Submitted in Partial Fulfilment of the Requirements for the Degree of Doctor
of Philosophy in Life Sciences of the Nelson Mandela African Institution of Science and
Technology
The study aimed at developing an inclusive business model to improve the marketing efficiency
of Lake Victoria processed sardine products. The stakeholder theory was used to characterize
actors’ roles while structure, conduct and performance framework scrutinized the marketing
efficiency. The study identified and tested the consumers’ buying decision factors before
developing the business model in collaboration with the stakeholders within the sardine value
chain. Primary data from Lake Victoria Tanzania side were collected using structured and
tested questionnaires from 546 randomly selected respondents in Mwanza, Mara and Kagera
regions. Key informants and focus group discussions complemented the information gathered
through questionnaires. Data were tested for validity, reliability and model fit by using SPSS
program version 24. Data were analyzed using multiple regression models and descriptive
statistics. Market analysis used price efficiency, descriptive and organizational structure. The
exploitative resource sharing between crew members and boat owners led to inefficiency
production and theft of fishing equipment. Sardine traders had not accessed the lucrative market
outlets due to weak institutional support and lack of economies of scale. The market analysis
showed high income and inequalities with Gini coefficient for traders and processors of 0.59
and 0.64, respectively. Lorenz curves showed 80% of monthly income was accounted by 50%
of marketers. The higher income, market share inequalities, and market entry barriers implied
that the market was imperfectly competitive and inefficient with greater likelihood of
dominancy as economic and game theories suggests. The effect of product recognition and
confidence on the buying intention was significant at p< 0.001, consumers’ confidence and
buying intention was significant at p<0.001, consumers’ product recognition and buying
intention was significant at p<0.001 and the effect consumers’ attitude and buying intention
was significant at p<0.001. Based on explanatory powers of the determinants; consumers
preferred sardines dried on racks, rocks, grass and net, deep fried and hot smoked. Marketing
strategies should focus on improving product quality and increase consumers’ product
confidence, attitudes and recognition. The business model for processed sardine products
should focus on improving the delivery and captures through product handling, value addition
and delivery practices that considers consumer needs.