INFLUENCE OF MARKETING MIX STRATEGIES ON PROMOTING COMMUNITY'S TRANSITION FROM CHARCOAL TO CLEAN COOKING ENERGY IN MBEYA CITY

Abstract: The study examined the influence of marketing mix strategies on community’s transition from charcoal to clean cooking energy in Mbeya City, with a specific focus on product features. A descriptive research design using a mixed-method approach was employed. Quantitative data were collected through a simple random sample of 100 households from a target population of 133,766 households using clean cooking energy, while qualitative data were obtained from 22 purposively selected key informants. Quantitative data were analyzed using SPSS version 25, while qualitative data were analyzed thematically. The findings indicated that product features positively influenced households’ transition from charcoal to clean cooking energy. Respondents expressed favorable perceptions toward both the products and the transition process, with mean scores of 3.89 and 3.90, respectively. Low variance values (.652 and .556) reflected consistent views, while acceptable skewness and kurtosis values confirmed normal data distribution. The study recommends enhancing the design and quality of clean cooking devices to improve durability, usability, and maintenance. Manufacturers should ensure cultural compatibility, ease of use, local technical support, and spare-part availability. Product innovation should prioritize safety and performance standards to build user confidence. Further research should explore long-term adoption trends, environmental and economic impacts, gender dynamics, and policy effectiveness in promoting sustainable clean cooking programs. Title: INFLUENCE OF MARKETING MIX STRATEGIES ON PROMOTING COMMUNITY'S TRANSITION FROM CHARCOAL TO CLEAN COOKING ENERGY IN MBEYA CITY Author: Sebastiana Gaspary Mwapinga, Dr. Blandina Kisawike International Journal of Novel Research in Marketing Management and Economics ISSN 2394-7322 Vol. 12, Issue 3, September 2025 - December 2025 Page No: 13-21 Novelty Journals Website: www.noveltyjournals.com Published Date: 19-October-2025 DOI: https://doi.org/10.5281/zenodo.17390015 Paper Download Link (Source) https://www.noveltyjournals.com/upload/paper/INFLUENCE%20OF%20MARKETING%20MIX%20STRATEGIES%20ON%20PROMOTING%20COMMUNITY'S%20TRANSITION-19102025-2.pdf