Exploring effects of promotional strategies on the performance of leather products’ enterprises in Tanzania.

This study investigated the effects of promotional strategies on the performance of leather product enterprises in Tanzania, with a specific focus on profit and return on investment (ROI). Grounded in the Marketing Mix Theory, the study assessed the effects of personal selling, advertisement, and sales promotion. A quantitative research approach was used, employing a cross-sectional design. Data were collected through structured questionnaires from a randomly selected sample of 134 leather enterprises in Dodoma and Mwanza regions. Using SPSS Version 20, multiple linear regression analysis was conducted to evaluate the relationship between promotional strategies and business performance. The results indicated that personal selling and advertisement significantly and positively influenced both profit and ROI, while sales promotion did not show a statistically significant impact. Regression models demonstrated strong explanatory power, with promotional strategies accounting for 72.5% of the variance in profit and 87.2% in ROI. These findings reinforce the theoretical argument that consistent, targeted promotional efforts are vital for enhancing enterprise outcomes in competitive markets. The study concludes that leather enterprises should focus on strengthening personal selling and digital advertisement strategies to improve customer engagement and financial performance. It is recommended that stakeholders invest in marketing training and digital infrastructure to enhance the promotional capabilities of small enterprises. Future research should expand geographically and consider longitudinal methods to explore the long-term effects of promotional strategies on business growth.