Adoption of Digital Technologies and Performance of Beverage Industries in Kilimanjaro, Tanzania

Abstract

Digitization improves efficiency, access, and personalization in modern life. Europe and Africa are embracing advanced technologies for the beverage sector, sustaining cultural traditions, and growing markets. This study aims to assess the types of digital technologies used by beverage industries to perform various activities, thereafter the second objective was to determine the adoption level among beverage industries and finally determined the factors that affected the digitalization level. This study adopted the Technology Acceptance Model (TAM) of Fred Davis in 1989, emphasising perceived usefulness and ease of use. A case study design was applied in conducting this research, where Yamane (1967) provided a sample size of 300 respondents working in various beverage businesses. Simple random sampling techniques and purposeful sampling techniques were adopted to select the necessary respondents for this study. Data was collected through a questionnaire and an interview. The study highlights the positive impact of high digital technologies on customer satisfaction, productivity, and business performance in the beverage industry, recommending medium-level adoption and government support on tax exemption to local investors so as to promote domestic trade. The beverage sector is leveraging digital technologies to enhance production and efficiency, while also suggesting funding for employee training programs. The study reveals that factors affecting digitalization in Kilimanjaro beverage companies lead to digital strategy and innovation, market competition and consumer demand, organisational culture and leadership, technological infrastructure, government technological policies