Abstract:
This study aims to examine the perceived factors influencing performance of sunflower processing
firms in Dodoma city council in Tanzania. Specifically focused on three key areas which includes
the influence of entrepreneurial traits on performance of sunflower processing firms, the influence
of operational strategy on performance of sunflower processing firms and the influence of business
environment on performance of sunflower processing firms.
A total of 96 workers of SPF were surveyed. The study adopted a cross sectional research design
to collect data both qualitative and quantitative data using a questionnaire for respondents and
interview for key informants. The data collected were analyzed using both descriptive and inferential
statistics include multiple linear regression analysis.
The results show that sunflower processing firms performance were reported to experience growth
changes since establishment as contributed by 27.9% firm entrepreneurial traits as per multiple
linear regression. The entrepreneurial traits were perceived to be influencing factor for firm growth
as a result of effective and efficiency aspects in marketing strategy, firm’s need for achievement,
risk-taking, and hard-work contributed which were both scaled very contributive are contradicting
and posing reluctant against professional operating strategies. Also, operational strategies was 24
% of the studied firms to influence firm growth perceived as the issue of effective and efficiency.
Additionally, favorable business environments factors were perceived by 12.8 % as per multiple
linear regression as a result of demand for sunflower oil influenced by oil deficit within a country and
healthier friendly (cholesterols free).
Study recommended the followings application of business models for firm growth to be the outcome
of an effective business. Furthermore, provision of financial education to producers by the
government, NGOs, and community-based organizations should be potentially invested by
facilitating financial literacy awareness, preparation and uses of financial statements Ensuring
reliable supply of electricity is very vital for operation of machines and ensures production process
is on progress.
