Marketing Strategies, Cultural Dynamism and Psychological Issues in Tanzania

George Kanire, Allan W.E Mfuru, Africanus C. Sarwatt


This study attempts to investigate marketing strategies both challenges and opportunities caused on culture and psychology in developing countries.  The following business actions e.g. promotion, pricing, placing and production were examined to and its influence towards customers behaviors. For instance; describing culture the research examined language, belief and life style as well as perception. Meanwhile; on psychology the study focused customers’ action, decision, perception and attitude.  A descriptive survey was carried out to determine, how marketing strategies can change cultural and human psychology in developing world. Either, the study revealed that activities such branding, product design and product distribution are sources of changes on culture and human psychology. Furthermore the study discusses the impact of activities such as pricing and promotion in the market. Whereby, business malpractice and inadequate marketing skills appear to be the major challenges. That means some of cultural and psychological challenges such as drug abuse; organized crime and sex innuendos were related to improper marketing. The study recommended marketing regulatory board to regulate marketing strategies and manage individual welfare.

Keywords: culture, psychology, marketing strategies, social and economic.

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