oa Business Management Review - The changes in retailing in Tanzania: an evolution or a revolution? The case of Dar Es Salaam

Volume 7, Issue 2
  • ISSN : 0856-2253



The retail sector in Tanzania has witnessed considerable changes in the size and mode of operations of its institutions since trade liberalization was instituted in 1985. These changes continue to take place especially in the areas of merchandise assortments, physical appearance and in-store layout and displays, ownership status and volume of trade. The new market environment has encouraged an entrepreneurial and competitive spirit among local retailers who are the main influencers of these changes. In response to market needs, these retailers have designed new strategies that focus on retail mix factors. The retail stores are different from each other due to differential knowledge of marketing skills by retailers such that each retail owner creates impressive positions in their stores in order to provide value to end users, convenience and bargain in some goods or services offered. The noted changes of the retail sector are evolving gradually and take place where finances are available. Revolution of the sector is not easy to come by because retailers are faced with problems, which are associated with low profits, bureaucracy, high taxes and poor physical environment. The trends of retail changes are identified showing implications for policy makers, manufacturers, retailers and consumers.

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