Exploring effects of promotional strategies on the performance of leather products’ enterprises in Tanzania.

Abstract

This study investigated the effects of promotional
strategies on the performance of leather product
enterprises in Tanzania, with a specific focus on profit and
return on investment (ROI). Grounded in the Marketing
Mix Theory, the study assessed the effects of personal
selling, advertisement, and sales promotion. A quantitative
research approach was used, employing a cross-sectional
design. Data were collected through structured
questionnaires from a randomly selected sample of 134
leather enterprises in Dodoma and Mwanza regions.
Using SPSS Version 20, multiple linear regression analysis
was conducted to evaluate the relationship between
promotional strategies and business performance. The
results indicated that personal selling and advertisement
significantly and positively influenced both profit and ROI,
while sales promotion did not show a statistically
significant impact. Regression models demonstrated
strong explanatory power, with promotional strategies
accounting for 72.5% of the variance in profit and 87.2%
in ROI. These findings reinforce the theoretical argument
that consistent, targeted promotional efforts are vital for
enhancing enterprise outcomes in competitive markets.
The study concludes that leather enterprises should focus
on strengthening personal selling and digital
advertisement strategies to improve customer engagement
and financial performance. It is recommended that
stakeholders invest in marketing training and digital
infrastructure to enhance the promotional capabilities of
small enterprises. Future research should expand
geographically and consider longitudinal methods to
explore the long-term effects of promotional strategies on
business growth.