Influence of communication in buyer-supplier relationship and the performance of maize markets in Hai district Tanzania

Abstract

This study examined the Buyer-Supplier relationship (BSR) and the performance of maize markets in Tanzania, taking Kwasadala market in Hai District as a case in point. The study focused on determining the influence of communication in BSR on the performance of maize market. The cross sectional with survey approach was used, and a total of 65 respondents were involved in this study. Data collection methods involved the use of questionnaire, interview and documentary review. Data were analyzed by using descriptive statistics and Binary Logistic. The study findings revealed that, communication variables in BSR that influence the performance of maize markets include: Reliability of Information: Credibility of information: Timeline of information: Willingness to disseminate information as well as Responsiveness to share meaningful information. It is concluded that, communication has a significant influence on the performance of maize market at Kwasadala. The study recommended that corrective measures should be taken by maize buyer, suppliers, market officials and government to improve communication in BSR and the performance of maize market.