The Role of Advertising on Small Business Performance in Dar es Salaam: A Case of Gerezani Kariakoo, Ilala District,
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Mzumbe University
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A Dissertation Submitted in Partial Fulfillment of the Requirements for the
Degree of Master of Business Administration in Corporate Management
(MBA-CM) of Mzumbe University
This study investigated the role of advertising on small business performance at Gerezani Kariakoo area, Ilala district in Dar es Salaam Tanzania. Quantitative research methodology was used in this study. The study used convenience and purposeful sampling methods because there was no defined population frame of small businesses in the research area. Ninety-five (95) small businesses participated in the study. The data were presented through tables and figures and analyzed through frequencies and percentages. Quantitative data were collected through questionnaires which were processed using the Statistical Package for Social Science (SPSS). The Cronbach’s alpha test was used to measure internal reliability of the questionnaires substances to find out if they were reliable for the study. Also, inferential analysis was done through regression so as to test the relationship of the variables where correlation analysis examined the joint variations of at least two factors or items. Pearson Chi-Square and descriptive statistics were also used to analyze data. The study revealed that there is a significant relationship between advertising strategy and small business performance as it increases sales and profits. However, it was also observed that very few small business owners who use adverts in their businesses caused by negative attitudes towards advertising strategy in small business due to fear of increasing costs of running their businesses. The study recommendations proposed that; Small business owners to change their minds from struggling to strive in business to marketing strategies like the use of adverts in business to help increase brand recognition, product/service sales, product/ service prices and profits as business is no longer a game of chance rather it is their livelihood.
This study investigated the role of advertising on small business performance at Gerezani Kariakoo area, Ilala district in Dar es Salaam Tanzania. Quantitative research methodology was used in this study. The study used convenience and purposeful sampling methods because there was no defined population frame of small businesses in the research area. Ninety-five (95) small businesses participated in the study. The data were presented through tables and figures and analyzed through frequencies and percentages. Quantitative data were collected through questionnaires which were processed using the Statistical Package for Social Science (SPSS). The Cronbach’s alpha test was used to measure internal reliability of the questionnaires substances to find out if they were reliable for the study. Also, inferential analysis was done through regression so as to test the relationship of the variables where correlation analysis examined the joint variations of at least two factors or items. Pearson Chi-Square and descriptive statistics were also used to analyze data. The study revealed that there is a significant relationship between advertising strategy and small business performance as it increases sales and profits. However, it was also observed that very few small business owners who use adverts in their businesses caused by negative attitudes towards advertising strategy in small business due to fear of increasing costs of running their businesses. The study recommendations proposed that; Small business owners to change their minds from struggling to strive in business to marketing strategies like the use of adverts in business to help increase brand recognition, product/service sales, product/ service prices and profits as business is no longer a game of chance rather it is their livelihood.
Keywords
Advertising on small business performance, Gerezani Kariakoo area