Using indigenous languages for enhanced global marketing in Tanzania

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dc.contributor.authorMapunda, Ernest
dc.contributor.authorAlphonce, Chrispina
dc.date.accessioned2021-08-19T07:27:17Z
dc.date.available2021-08-19T07:27:17Z
dc.date.issued2021
dc.descriptionAbstract. Full Text Article available at: https://doi.org/10.4018/978-1-7998-6471-4.ch020en_US
dc.description.abstractAs the sector of commercialization is expanding, within Tanzania and globally, finding wider markets has become a great challenge. The authors opine that businesses will be enhanced by using local languages. The study maintains that language links with the culture that has a great influence on global marketing such as product design, branding, and distribution process. The study collected data through surveys, interviews, and observation in three regions, namely Iringa, Dodoma, and Dar es Salaam. The results were later analyzed qualitatively using descriptions and tables. Results revealed that out of 60 respondents that took part, 23% of the customers are from the western countries, 20% are from East Africa, 16% from other African countries, and 51% are within Tanzania. The majority, 80%, stated that even though they market their products outside Tanzania, the only languages used are English and Kiswahili. It is anticipated that companies that use indigenous languages will bring their customers individualistically or collectively much closer, widening the products' markets in Tanzania.en_US
dc.identifier.citationMapunda, E., & Alphonce, C. (2021). Using indigenous languages for enhanced global marketing in Tanzania. In handbook of research on nurturing industrial economy for Africa’s development (pp. 380-400). IGI Globalen_US
dc.identifier.otherDOI: https://doi.org/10.4018/978-1-7998-6471-4.ch020
dc.identifier.urihttp://hdl.handle.net/20.500.12661/3270
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.subjectGlobal Marketen_US
dc.subjectBrandingen_US
dc.subjectCultureen_US
dc.subjectInternal Marketen_US
dc.subjectIndigenous languageen_US
dc.subjectCommercializationen_US
dc.subjectEthnic groupen_US
dc.subjectTanzanian indigenous languagesen_US
dc.subjectIringaen_US
dc.subjectDodomaen_US
dc.subjectDar es Salaamen_US
dc.titleUsing indigenous languages for enhanced global marketing in Tanzaniaen_US
dc.typeBook chapteren_US
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