The Influence of Market Promotion on the Performance of Tanzania Horticulture Sector
Abstract
Market promotion on the horticulture sector's performance at the regional and international levels has emerged as an important activity. Nevertheless, countries in the horticulture sector continue investing in market promotion for several reasons that impact the investment performance. This research examines the influence of market promotion on the performance of the Tanzania horticulture sector. The study involved 22 exporters investing in the horticulture business and employed descriptive statistical tools, SPSS version 26, and thematic analysis for data analysis. The results indicate that Avocado dominates the export market. Moreover, exporters’ participation in trade promotion is reported to have a positive impact on generating new contacts and potential business deals. However, trade barriers and unresolved phytosanitary issues for certain crops seem to affect competitiveness. The findings highlight the necessity for the government to strengthen the market system by providing financial support, capacitating emerging exporters in trade promotion knowledge, investing in exhibition decoration, and developing a strong marketing strategy. This research contributes to our understanding of the impact on the horticulture business, offering practical implications for policymakers, donors, and the private sector investing in the horticulture export business.
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