Financial Institutions and Market Information Dissemination Techniques for Small and Medium Enterprises: A Case of Selected SMEs in Dar es Salaam, Tanzania

Abstract

Small and Medium Enterprises significantly contribute to the nation’s economic development and employment creation. The study explored the market information dissemination methods financial institutions employ to reach target SMEs for decision-making. Specifically, it identified the dissemination techniques, the effectiveness of dissemination techniques and the language used in designing market information. Both primary and literature surveys were intensively performed. Quantitative data were subjected to the SPSS programme of which frequencies and counts were produced. On the other hand, qualitative data from the key informants were analysed through thematic content. The study revealed that financial institutions use different information dissemination techniques. These included media formats such as TV, newspapers, leaflets and brochures, door-to-door visits and the Internet. The effectiveness of dissemination techniques depends on the location, time and language. The study recommends applying the proper use of common language in designing market information, timely delivery of information and choosing appropriate dissemination techniques based on location in urban and rural areas.