Abstract:
The study centred on examining the extension of social protection to informal sectors
in Kilimanjaro Region using Social Marketing approach. Specifically, it identified the
social marketing approaches used to reach the informal sector workers, assessed public
perception on the effectiveness of the social marketing approaches and explored the
determinants for informal sector member enrolment into the social security schemes.
Questionnaire was the main tool for data collection and data were analysed using
descriptive analysis, factor analysis and binary logistic regression. The findings on the
approaches used to ensure member enrolment showed that among the five
determinants, four were significantly influential with p-values of 0.027 for regular
follow-up, 0.011 for media campaigns, 0.01 for mobile campaigns and 0.012 for social
event. This showed that social security is becoming more and more an issue in
informal sector in developing countries and in Tanzania in particular. These included
regular follow-up, media campaigns, mobile campaigns and sponsorship to social
events. The study identified different determinants of member enrolment using the
factor analysis which included; assured income, knowledge of the social security,
secured future and simplified administrative procedures. It recommended that
management should use mobile marketing campaigns and media campaigns to raise
the profile of the different social benefit schemes available in the organisation in order
to extend social protection to more members of informal sector in Kilimanjaro Region
for effective and efficient results.
