About
32
Publications
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Introduction
Professor Omary Swallehe holds first, second, and third degrees in marketing management from three continents. He has more than 17 years of teaching experience in African and Asian higher education. He has conducted numerous studies and consultancies both within and outside Tanzania. He is an alumnus of Bradford University, Durham University, Bangalore University, and Mzumbe University, where he graduated and taught various programmes. His research interests include marketing, strategy, and SCM.
Skills and Expertise
Current institution
Additional affiliations
January 2006 - February 2015
Publications
Publications (32)
The study aimed to assess the impact of promotion mix tools, including advertising, sales promotion, and direct marketing, on brand equity in Tanzania, focusing on SME customers in the Ilala Municipality. A quantitative research approach and explanatory research design were employed, with a sample of 170 participants. The data was analysed using a...
RESEARCH PURPOSE: The study attempted to find an answer to the effect of celebrity endorsement on customer purchase intention for soft drinks in Tanzania. CONCEPTUAL FOUNDATION: The current study is built on the three main aspects of celebrity endorsement: (source attractiveness, source expertise, and match-up). It was hypothesized that source attr...
Obesity is a concern throughout the world, in today's digital age many items are marketed as weight loss aids via social media platforms. The main purpose is to analyze studying weight loss marketing, what are the current issues investigated and what is going to be the direction of the topic globally. The paper employed a systematic review of liter...
RESEARCH PURPOSE: The study attempted to find an answer to the effect of celebrity endorsement on customer purchase intention for soft drinks in Tanzania. CONCEPTUAL FOUNDATION: The current study is built on the three main aspects of celebrity endorsement: (source attractiveness, source expertise, and match-up). It was hypothesized that source attr...
Background
Tanzania has a relatively high unmet need and low use of family planning methods. Thirty- eight per cent of reproductive-aged women currently use modern contraceptive methods, and 22% have an unmet need for family planning.
Objectives
To determine the factors influencing the uptake of modern contraceptives among women attending public h...
Background
Access to essential malaria commodities is a cornerstone in malaria control. However optimal availability and access to essential malaria commodities remain a challenge in Tanzania. Therefore, this study aimed to explore the factors affecting the accessibility of malaria commodities in Tanzania.
Methods
This was a mixed-method cross-sec...
Background
Access to safe, effective, affordable, and high-quality medications has been included in the Sustainable Development Goals (SDGs) of the United Nations as a crucial step towards attaining universal health coverage. Access to medicines is a fundamental human right. If medicines are accessible and affordable, they save lives by reducing mo...
To curb HIV infection rate in Tanzania, antiretroviral therapy (ART) has been scaled up since 2006, and in 2019, the country shifted to regimen including dolutegravir as a default first line. We assessed the success of ART and the contribution of HIV drug resistance (HIVDR) to unsuppressed viral loads. Between February and May 2023 a cross-sectiona...
Background
Availability of the health commodities in public health facilities in Tanzania remains a challenge, and has been reported to be below 70%. Moreover, Medical Stores Department’s capacity to supply health commodities has been only 40%. Therefore, Jazia Prime Vendor System (Jazia PVS) was outsourced to complement the Medical Stores Departme...
Background
Effective Vaccine Management (EVM) initiative provides the platform needed to monitor and assess the vaccine supply chain system to identify strengths and weaknesses of the system at all levels and enhance the development of continuous improvement plan to strengthen the system. This study was conducted to determine the vaccine management...
The paper assessed the impact of digital marketing strategies on performance of telecommunication companies. The study was guided by three predictors tested on telecommunication companies’ marketing performance as the dependent variable. The predictors inc lude pay per click marketing, e-mail marketing and social media marketing. Explanatory design...
The paper assessed public mobile service delivery towards customer satisfaction in Tanzania telecommunication Industry. The paper focused on the mobile service delivery in the public entity in the Tanzanian environment. It was guided by three assumptions tested on customer satisfaction as the dependent variable. The assumptions consisted of the ind...
This study investigated the relationship between database marketing, or simply customer information management, and competitive advantage of the firms in tourism industry in Tanzania. The study used monthly data from July 1, 2016 to April 30, 2018. Customer information management initiatives investigated in this study were database marketing infras...
The general objective of this study is to assess the determinants of adoption of Social Media Marketing among SMEs in Tanzania. To achieve this main objective, four specific objectives were developed, namely, to assess the extent to which technological factors influence decisions to participate in social media marketing, to examine the organization...
This paper aims to examine service delivery and customer satisfaction in public
organizations. The SERVQUAL model is employed using five dimensions, namely,
tangibility, empathy, reliability, responsiveness and assurance, and primary data from
200 sampled respondents from four districts of Dar es Salaam region. The multivariate
results establish th...
HIV drug resistance (HIVDR) is a complex problem with multiple interconnected and context dependent causes. Although the factors influencing HIVDR are known and well-studied, HIVDR remains a threat to the effectiveness of antiretroviral therapy. To understand the complexity of HIVDR, a comprehensive, systems approach is needed. Therefore, a local s...
Background
Despite the advantages of the electronic registry which has been explained in other areas of health and other parts of the world, there has been no empirical research conducted with the aim of assessing the impact of the electronic immunization registry practices on the availability of immunization commodities.Objectives
To assess the ef...
Background
In 2016, the Tanzanian government shifted the vaccine supply chain responsibilities from the Medical Store Department (MSD) to the Expanded Program on Immunization (EPI) to reduce costs. However, cost estimates that informed the decision were based on invoice value of vaccines and related supplies, rather than a proper economic evaluatio...
Background: In 2016, the Tanzanian government shifted the vaccine supply chain responsibilities from the Medical Store Department (MSD) to the Expanded Program on Immunization (EPI) to reduce costs. However, cost estimates that informed the decision were based on invoice value of vaccines and related supplies, rather than a proper economic evaluati...
The purpose of this study is to evaluate activities of the corporate citizens in Tanzania and find the best way of aligning CSR initiatives to attain mutual benefits between the organizations and general public. A total of 45 organizations, both for profit and not for profit, were engaged in this study from four different industries. The study used...
The study adopted the theory of technological innovation which assumes that an organization adopts certain innovations if it perceives greater benefits than costs of doing so.
The study uses a descriptive study design where a mixed methodology approach was employed to suit the nature of the study. Interviews and questionnaires were used to collect...
OBJECTIVE:
To determine barriers and attitudes towards voluntary counseling and HIV-testing among secondary school students in Sengerema district.
METHODOLOGY:
A cross-sectional study was done in Sengerema district, Mwanza August 2006. A total of 400 secondary school students from the two schools Sengerema district, Mwanza from August to September...
Yes In this paper, a survey research design was conducted to find out in an analytical way the constraints facing women entrepreneurs in implementing the Resource Based View of Strategy (RBV) concept in Tanzania Business Environment. More specifically, the paper tried to get an insight in the first place whether the concept is applicable or not app...
