The UONGOZI Journal of Management and Development Dynamics

Higher-Order Constructs of Injunctive and Descriptive Norm of Consumer Purchase Behaviour of Pirated Music Compact Discs

Hellena Mohamedy Mushi — 2024-10-24

This study explores the higher-order constructs of injunctive and descriptive norm within the context of consumer purchase behavior of pirated music in Tanzania. Grounded in the Theory of Planned Behavior, the research aims to understand how subjective norm influence the decision-making processes of Tanzanian consumers regarding pirated music. A structured questionnaire was administered to a sample of 491 respondents, and data were analyzed using Smart PLS to test the relationships between the variables. These results have practical implications for marketers, business owners, and music promoters seeking to enhance CD sales among music users in Tanzania. Injunctive norm, which reflect perceived social pressures to conform to what is deemed acceptable behavior, and descriptive norm, which reflect perceptions of how others behave, were investigated as independent variables. Consumer behavior regarding the purchase of pirated music was the dependent variable. The findings reveal that both injunctive and descriptive norm have a significant impact on consumer behavior, affirming the strong influence of subjective norm on piracy-related decision- making. Based on these results, recommendations were made to Tanzanian consumers and policymakers. For consumers, the emphasis was placed on increasing awareness of the ethical and legal implications of purchasing pirated music. For policymakers, strategies were suggested to strengthen anti-piracy campaigns and to promote positive behavioral changes through normative interventions. These insights provide a valuable contribution to the understanding of consumer behavior in emerging markets, where social norms play a critical role in shaping illegal consumption patterns.

Exploring Student Satisfaction with in-Campus Accommodation in Public Universities

Steven Mrope — 2025-03-21

This study examines student satisfaction with on-campus accommodation at Mzumbe University Main Campus. The study's primary objectives were to investigate the procedures for obtaining on-campus accommodation and assess satisfaction with the services provided. The research involved a sample of 48 Master's students and one staff member, selected through simple random and purposive sampling techniques. Data were collected through questionnaires, interviews, and documentary reviews and analysed using descriptive and thematic analysis methods. Ethical considerations were meticulously observed to protect respondents, respect their privacy, and maintain confidentiality. The results indicate high satisfaction with the on-campus accommodation services the University offers. Key factors contributing to this satisfaction include the availability and reliability of electricity, water, and room services. Furthermore, students expressed positive feedback regarding the procedures for acquiring on- campus accommodation, particularly the efficiency of the online application system. Accommodation fees were also deemed reasonable. However, the study identified occasional network failures in the online application system that require improvement. Enhancing the frequency of system checks and the overall quality of accommodation services is recommended to further improve students' experiences.

Effects of Promotion Mix Tools on Brand Equity of Small and Medium-Sized Enterprises in Ilala Municipality, Tanzania

Robinson Majaliwa Samwely — 2025-03-21

The study aimed to assess the impact of promotion mix tools, including advertising, sales promotion, and direct marketing, on brand equity in Tanzania, focusing on SME customers in the Ilala Municipality. A quantitative research approach and explanatory research design were employed, with a sample of 170 participants. The data was analysed using a stepwise regression model aided by SPSS version 25. Such an approach facilitated the broad investigation of the influence of promotion mix and communication tools (advertising, sales promotion and direct marketing) on brand equity for SME consumers in Ilala Municipality, Tanzania. The results indicated that advertisement, sales promotion, and direct marketing moderately affected brand equity except for direct marketing, which positively correlated to high. All hypotheses were accepted with a p-value<0.05. The study offers insights to managers by underscoring the need for purposeful design and execution of promotional measures affecting brand equity or indicating integration between promotional activity and higher-order strategic considerations. Policymakers are encouraged to support small and medium-sized enterprises (SMEs) with the resources, knowledge, and infrastructure required to implement marketing strategies effectively. Nevertheless, one must bear in mind that some study limitations are associated with the limited scope of SME customers within Ilala Municipality, where respondent targets were made, which may limit generalisation to other areas. Moreover, following a quantitative approach may eliminate qualitative insights, which could be used to gain a deeper understanding of the effect of promotion mix tools on brand equity.

The Institutional Framework Guiding the Decision Making in the Tanzanian Local Government Authorities

Idda Lyatonga — 2025-03-21

Men and women have equal rights to participate in the governance of a country and its decision-making organs. However, the institutional framework that governs the operations of local government plays a crucial role in shaping their participation. Therefore, this paper aims to address two questions: What is the institutional framework in which the council makes its decisions, and how does it affect women's participation in decision-making? The information concerning the institutional framework and how it influences the participation of female councillors was collected through a documentary review to examine how they influence women’s participation in decision making. Making decisions in the Local Government Authority (LGA) is a collective process that involves all councillors in their committees and the full council after receiving issues from the ward and village/street. While the council is the supreme policy and decision-making body in the LGA, the council executes its responsibilities through the council standing committees and other statutory sub-committees. The institutional framework guiding the decision making include constitution of the United Republic of Tanzania of 1977, the Local Government Act number 7 & 8 of 1982 and the council standing orders and they were found that they do not make a distinction between male and female councillors. The provisions and the principles are the same with an assumption that all councillors are equal in terms of capacities, skills, knowledge and experiences. The current institutional framework often fails to incorporate gender-sensitive policies and mechanisms that would facilitate and encourage women's participation in decision making processes. This paper suggests restructuring the institutional framework of the Tanzanian LGA to make it more gender-responsive, thus promoting gender equality and empowering women to effectively raise their concerns during the decision making.

Participation of Academic Staff in the Implementation of Corporate Strategic Plans

Martha Paul Mhame — 2025-03-21

This study examines the involvement of academic staff in implementing corporate strategic plans at selected public universities in Tanzania. The study was guided by participative management theory and adopted an explanatory sequential mixed research approach. The study used questionnaires and interviews to gather data. The sample comprises 199 academic staff members from the Sokoine University of Agriculture and Mzumbe University. Data were analysed using descriptive statistics (percentages, mean, and standard deviations), while the interview data were subjected to content analyses. The findings indicate that department heads play a crucial role in promoting the sharing of responsibilities and encouraging staff participation in decision-making, fostering a culture of innovation. This, in turn, enhanced employees' trust and motivation among academic staff in implementing the strategic plan. The study concludes that leadership, commitment to employee engagement and academic staff willingness to collaborate are vital for building trust, boosting motivation, and ensuring the successful execution of corporate strategic plans. This study recommends that universities recognise academic staff as essential resources and prioritise participative management practices to enhance the effective implementation of corporate strategic plans.