Analysis of Women Small Scale Entrepreneurs Practices during Business Negotiations in Tanzania Agribusiness

  • Felix Adamu Nandonde Sokoine University of Agriculture
  • Pamela John Liana Open University of Tanzania, Morogoro.


There is a growing interest in the women participation in business ventures in Africa. The move has seen huge endorsements of capital from donors, governments and private sector to entrepreneurial development among women. Despite these efforts business growth among women entrepreneurs seems to be slower than is the case with their male counter parts. Studies that have so far been conducted in Africa have been focusing much on emancipating women from various social cultural and economic barriers. Negotiation is very important in business success. This article explores women entrepreneurs’ business negotiations practices in Tanzania agribusiness. Purposive sampling technique was used for selection of the respondents to participate in the study. The study employed interview-administered questionnaire and 131 women small-scale entrepreneurs involved in selling of agri-food participated in the study. Descriptive analysis employed and data were analysed by using the Statistical Package of Social Science (SPSS) window 16.0. In general study indicates that women lack soft skills during business negotiations and feel shy when negotiate with their male counter parts. For the growth of the business owned by women some advice were provided for building business negotiation skills of entrepreneurs.

Key words: Tanzania, negotiation, and women small-scale entrepreneurs 

Author Biographies

Felix Adamu Nandonde, Sokoine University of Agriculture

Mr. Felix Adamu Nandonde is an Assistant Lecturer in Marketing at Sokoine University of Agriculture where he teaches undergraduate course of Customer Relationship Marketing, Services Marketing, Business Strategy and Businness Communication. He is the author of the book Business Communication: A practical guide. His articles appeared in the Journal of Business Research, DBA: Africa Management Review and the Ethiopian Journal of Business Economics.

Pamela John Liana, Open University of Tanzania, Morogoro.

Mrs. Pamela John Liana holds a Master degree in Entrepreneurship Development and a Bachelor of Business Administration both from Mzumbe University, Tanzania. Currently she is an Assistant Lecturer in business studies at the Open University of Tanzania in the Faculty of Business Management. She has co-authored a book chapter titled “How SMEs in a car maintenance services industry recruit employees from the dense forest of hopeless unemployed youths: case of selected two cities in Tanzania.


Journal Identifiers

eISSN: 1998-1279