Dynamics of marketing support services and performance of handicraft exporting micro and small enterprises in Tanzania

Abstract

This study examines the contribution of marketing support services on the performance of exporting handcraft Micro and Small Enterprises (MSEs) in Tanzania. The Marketing Mix Theory and Positivism Approach are the key theory and research philosophy underpinning this study. Descriptive research design was adopted and data were collected using questionnaire and interview to 171 owner-managers of exporting handicraft MSEs in Dar es Salaam Tanzania. Questionnaire was tested for validity and reliability of each variable constructs. Quantitative and qualitative techniques were used to analyze data. Strength of linear relationship between variables of the study was determined by using Pearson product-moment correlation coefficient (r). Principal Component Analysis (PCA) was used to establish the appropriateness of the questionnaire constructs. Binary logistic regression analysis was performed to test the significance of the influence of the independent variable on the dependent variable. This study established that there is a significant relationship between marketing support services and performance of handicraft exporting MSEs. It is concluded that marketing support services have strong impact on the performance of exporting MSEs. Detailed recommendations have been provided to entrepreneurs in the handicraft industry, regulatory agencies, government agencies offering marketing support services at all levels, and policy makers so that the identified gaps can be closed. It is expected that findings of this study will serve as a frame of reference to future research studies and projects in the areas of entrepreneurship development, international marketing and export trade.