Abstract:
Digitization improves efficiency, access, and personalization in modern life. Europe and Africa are
embracing advanced technologies for the beverage sector, sustaining cultural traditions, and growing
markets. This study aims to assess the types of digital technologies used by beverage industries to
perform various activities, thereafter the second objective was to determine the adoption level among
beverage industries and finally determined the factors that affected the digitalization level. This study
adopted the Technology Acceptance Model (TAM) of Fred Davis in 1989, emphasising perceived
usefulness and ease of use. A case study design was applied in conducting this research, where
Yamane (1967) provided a sample size of 300 respondents working in various beverage businesses.
Simple random sampling techniques and purposeful sampling techniques were adopted to select the
necessary respondents for this study. Data was collected through a questionnaire and an interview.
The study highlights the positive impact of high digital technologies on customer satisfaction,
productivity, and business performance in the beverage industry, recommending medium-level
adoption and government support on tax exemption to local investors so as to promote domestic trade.
The beverage sector is leveraging digital technologies to enhance production and efficiency, while
also suggesting funding for employee training programs. The study reveals that factors affecting
digitalization in Kilimanjaro beverage companies lead to digital strategy and innovation, market
competition and consumer demand, organisational culture and leadership, technological
infrastructure, government technological policies
