| dc.creator |
Anderson, Wineaster |
|
| dc.date |
2016-04-15T11:19:06Z |
|
| dc.date |
2016-04-15T11:19:06Z |
|
| dc.date |
2012 |
|
| dc.date.accessioned |
2018-04-18T12:36:41Z |
|
| dc.date.available |
2018-04-18T12:36:41Z |
|
| dc.identifier |
Anderson, W., 2012. A gender-based comparison of marketing strategies of SMEs in Tanzania. Why Marketing Standards?. |
|
| dc.identifier |
http://hdl.handle.net/123456789/1544 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/11489 |
|
| dc.description |
This study identifies the differences between female and male-owned SMEs with respect
to business characteristics, application of marketing strategies and associated marketing
challenges. To achieve this, a survey was conducted in Dar es Salaam, Tanzania during 2009.
Then the study used the Chi-square test for independence and the student t-test to examine
if there was any significant difference between male and female-owned businesses, which
would determine whether gender has an influence on marketing decisions. It was revealed
that the main strategy used by female-owned businesses was Networking, while their male
counterparts focused more on the strategy of Quality and Price differentiation. The associated
costs and ease to use were the major influences on the choice of strategy, regardless of gender.
Compared with their male counterparts, females tend to commit fewer resources to their ventures.
Moreover, most owner-managers were more generalists, not marketing specialists. Principles
and practices on how to grasp the existing opportunities and to promoting SME growth through
using appropriate marketing strategies regardless of gender have been recommended. |
|
| dc.language |
en |
|
| dc.subject |
SMEs |
|
| dc.subject |
Marketing strategies |
|
| dc.subject |
Gender perspective |
|
| dc.title |
A Gender-Based Comparison of Marketing Strategies of SMEs in Tanzania |
|
| dc.type |
Journal Article, Peer Reviewed |
|