The Effects of Marketing Promotion Strategies on Sales Performance of Agricultural Inputs in Tanzania: A Case of Yara Tanzania Limited

Abstract: The aim of the study was to examine the effects of marketing promotion strategies on the sales performance of agricultural inputs, with a case of YARA Tanzania Limited. The study specifically focused on examining the effects of advertisements on sales performance of agricultural inputs. A mixed-methods research design was adopted, integrating both quantitative and qualitative approaches to provide comprehensive insights. The sample size comprised 19 purposively selected respondents from key departments, including marketing, digital, customer service and commercial operations. Primary data were collected using interviews, while secondary data were obtained through documentary reviews of sales and marketing records from 2020 to 2024. Quantitative data were analyzed using SPSS version 24.0, while qualitative data were analyzed through thematic content analysis. Findings revealed that advertisements played a strategically significant role in amplifying sales performance when aligned with seasonal agricultural cycles. Print media, including brochures, posters and banners, were found to be particularly effective in rural areas, reinforcing knowledge and building customer trust, while the digital platforms such as facebook, Youtube and Instagram were found to be effective for urban based customers. The months with active advertising spending consistently recorded higher sales volumes and revenues, while periods without advertising investment corresponded with lower performance. Advertisements acted as catalysts by creating awareness and visibility. Conclusively, the study demonstrates that advertisement is an indispensable component of YARA Tanzania Limited’s promotional mix. Its effectiveness lies in the clarity, timing and relevance of messages rather than the volume of resources invested. Strategic alignment of advertising with farming cycles remains essential for driving sustainable sales growth. It is recommended that agricultural companies should develop advertising calendars that closely align with the seasonal agricultural cycles as well as utilize a mix of digital and traditional media channels to reach farmers effectively. Companies should also ensure that agricultural inputs are readily available in the market during peak seasons to capitalize on the increased demand generated by advertising efforts. Incorporation of educational content in advertising campaigns plays pivotal role in empowering farmers with knowledge on best practices, product usage and benefits, thereby enhancing product value and loyalty. Furthermore, the input companies are advised to regularly assess the effectiveness of advertising campaigns and adjust strategies as needed to optimize sales performance. Keywords: Advertisement, Sales Performance, Marketing Promotion Strategies, Agricultural Inputs Title: The Effects of Marketing Promotion Strategies on Sales Performance of Agricultural Inputs in Tanzania: A Case of Yara Tanzania Limited Author: Andrew Exaud, Dr. Blandina Kisawike International Journal of Social Science and Humanities Research ISSN 2348-3156 (Print), ISSN 2348-3164 (online) Vol. 13, Issue 4, October 2025 - December 2025 Page No: 166-174 Research Publish Journals Website: www.researchpublish.com Published Date: 20-October-2025 DOI: https://doi.org/10.5281/zenodo.17394493 Paper Download Link (Source) https://www.researchpublish.com/papers/the-effects-of-marketing-promotion-strategies-on-sales-performance-of-agricultural-inputs-in-tanzania-a-case-of-yara-tanzania-limited