The purpose of this paper is to present the findings of an exploratory qualitative study of the evolution of modern food retailing in Tanzania (from both retailers and suppliers’ perspectives).
The qualitative case approach was used in this study. Participants were drawn from three sets of actors: retailers, local food suppliers, and government institutions. Data were collected using semi-structured interview format. Thematic qualitative analytical technique was used for the data analysis.
According to the results of the study, seven major factors that account for the evolution of modern food retail in the country were identified. These are availability of suppliers, acceptance of trade credit, innovation, lifestyle change, institutional support, convenience, and availability of consumers.
The study has expanded the knowledge of the evolution of modern food retail in developing economies by using the relationship marketing theory. Furthermore, the study employed some major actors in the food value chain to understand determinant factors that accelerated the evolution of supermarkets in Tanzania.
