IDEAS home Printed from https://ideas.repec.org/a/air/journl/v11y2024i2p162.html

Enhancing Competitive Advantage: A Blend of Marketing Strategies for Micro and Small-Scale Fishery Businesses in Mwanza City

Author

Listed:
  • Chacha Magasi
  • Geofrey Kimambo

Abstract

Tanzanian micro and small-scale fishery businesses struggle with limited market share and competitiveness due to ineffective marketing strategies. The purpose of the study was to investigate a blend of marketing strategies enhancing the competitiveness of micro and small-scale fishery businesses. The study utilized a mixed-method research design, combining quantitative and qualitative methodologies. Quantitative data, collected from 188 respondents through simple random sampling and structured questionnaires, underwent descriptive and regression analysis. Qualitative data derived from eight focus group discussions through purposive sampling, was subjected to thematic analysis. The quantitative study revealed a strong positive correlation between traditional marketing strategies and gaining a competitive edge (p

Suggested Citation

Handle: RePEc:air:journl:v:11:y:2024:i:2:p:162
DOI: 10.5281/zenodo.10892472
as

Download full text from publisher

File URL: https://www.ijmae.com/article_193049_762f7d0c6ff98df3ab4beff570d77eb7.pdf
Download Restriction: no
File URL: https://libkey.io/10.5281/zenodo.10892472?utm_source=ideas
LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
---><---

More about this item

Keywords

;
;
;
;
;

Statistics

Access and download statistics

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:air:journl:v:11:y:2024:i:2:p:162. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Behzad Hassannezhad Kashani (email available below). General contact details of provider: https://www.ijmae.com/ .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.