Technology application in marketing and sales among small-scale catering women entrepreneurs: a case of Moshi Municipality, Tanzania

Abstract

This article examines the application of mobile phones and internet services technology in marketing and sales of products by women entrepreneurs in small-scale catering enterprises (Mama Lishe) in Moshi Municipality in Kilimanjaro Region, Tanzania. Empirical data were collected through face to face interviews and casual observations conducted during December 2012. A total of 32 purposively selected Mama Lishe and 17 customers from around Moshi Co-operative University, and Kilimanjaro Christian Medical University College areas were involved in the study. The findings show that 97% of Mama Lishe who participated in the study had cell phones connected to the internet and linked to mobile banking such as Airtel money, Tigopesa and M-pesa. However, such technology was not used due to lack of awareness of such technology and lack of skills necessary for constructing and updating internet sites. Therefore, economic stakeholders, business education and training institutes are urged to design education programmes to target Mama Lishe on how these producers could effectively use the available technology for expanding and sustaining their businesses