Marketing Mix in Focus: How Product Elements Drive Performance in Small and Medium-Sized Leather Enterprises in Tanzania
Year: 2025
Type: article
Abstract: This study investigates the influence of product and price elements on the performance of small and medium-sized leather enterprises in Tanzania, focusing on key variables such as product design, variety, labeling, pricing strategies, discounts, and credit terms. Using a survey research design, data were collected from 134 leather enterprises in Dodoma and Mwanza regions through structured questionnaires. The data were analyzed using SPSS Version 26, employing descriptive statistics, reliability testing, and multiple linear regression analysis. Findings revealed that product-related elements—particularly design, variety, and labeling—significantly enhance business performance, while pricing strategies such as advance payment discounts and cost-based pricing models also contribute positively. However, offering lower prices to loyal customers did not show a significant effect. The study concludes that a strategic focus on product development and rational pricing can substantially improve enterprise performance and recommends targeted support for innovation, branding, and pricing capacity among leather entrepreneurs to strengthen the sector’s contribution to national economic growth.
DOI: 10.4314/jpds.v18i2.1
Author: Mariam Kapipi
Institution: Tanzania Institute of Accountancy
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409458982