The Impact of Marketing Mix Strategy on Tea Consumption in Ilala District, Tanzania

Abstract

Research aimed to contribute towards enhanced domestic tea consumption through determination of the impact of marketing mix strategy on tea consumption in Tanzania. Cross-sectional survey was used to collect data from 400 respondents in Ilala, Dar es Salaam city. Descriptive statistics were used to summarize tea drinking habits, while multiple regression model was employed to determine the relationship between marketing mix elements and the consumer’s level of tea consumption.The results revealed that product design (β= 0.481), place/distribution (β= 0.222), and promotion (β=0.250) positively impacted tea consumption, while prices (β= -0.900) negatively affected the level of tea consumption at P< 0.05. This study echoes findings from other researchers who reported that aligning marketing mix strategies enhances business performance and long-term profitability (Bahador, 2019). The role  of promotion in increasing   tea drinking behavior is also reported by (Chee-beng et al, 2010) who revealed  that the popularity of tea drinking in Guangzhou came about as a result of promotion by various agents involving tea farmers, tea merchants, and the Government in post-Mao China. The study suggests that enhancing marketing mix strategies, raising public awareness about tea's health benefits are crucial for boosting tea consumption in the country.