Abstract:
Purpose – 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).
Design/methodology/approach – 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.
Findings – 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.
Originality/value – The study has expanded the knowledge of the evolution ofmodern 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.
