Mediation Role of Marketing Innovation between Entrepreneurial Training and Business Performance of Women Food Vendors in Ilala Municipality, Tanzania

This study aimed to investigate the relationship between entrepreneurial training and the business performance of women food vendors in Ilala Municipality, Tanzania with marketing innovation as a mediator. The study employed a cross-sectional research design, collecting data at a single point in time using a quantitative approach. A sample size of 349 women food vendors was determined using the online Qualtrics Sample Size Calculator. The study employed stratified proportionate and systematic random sampling techniques to obtain sample representation. The collection of data was done using structured research questionnaires. Data analysis was done using partial least square-structural equation modelling. The findings of this study revealed that marketing innovation partially mediates the relationship between entrepreneurial and business performance. Furthermore, the finding revealed that entrepreneurial training positively and significantly affects marketing innovation. Moreover, the findings revealed that marketing innovation positively and substantially affects business performance. The findings advance understanding of marketing innovation's mediating role between entrepreneurial training and business performance. They enrich empirical literature and expand knowledge on this relationship. The study highlights how entrepreneurial training drives marketing innovation, eventually improving the business outcomes for women's food vendors. These insights underscore training's critical role in fostering innovation and enhancing performance in this sector.