Dissertation (MA Business Administration)This study was conducted at Kigoma/Ujiji Municipality in Kigoma Region, Tanzania. It mainly aimed at making assessment of Customer awareness and satisfaction of Vodacom M-pesa rates in Kigoma/Ujiji Municipality. A sample of 99 respondents was used in the study out of which, 86 were frequent Mpesa users, 10 M-pesa Agents and 3 key Vodacom M-pesa staff in Kigoma Branch. Questionnaires, interviews, documentations and one focus group discussion were used to collect data summary of which were then quantified, tabulated and summarized in tables. The collected data were then analyzed statistically as well as qualitatively. Findings from this study have revealed that, Most of Vodacom M-pesa users are not aware as well as not satisfied with the rates they pay per respective transactions they make despite their frequent use, the main reason being too many tariff intervals and perception that the rates are too high. Most of Vodacom M-pesa users were found price unconscious and cannot take opportunity cost. There are various challenges concerning rates the main one revealed was that there are a lot of key stakeholders with different policies and regulations associated with setting and approving these rates and the true role of every player is not clear. It is recommended Vodacom carry awareness raising measures to fill the gap identified for its users, Government should put clear Policies as to how M-pesa meets the primary aim of serving the unbanked poor population and Users be aware as the Sales of goods Act states ‘Buyer be aware’. It’s the duty of users to look for their useful information and Vodacom is not necessarily obliged before the law to disclose all information.