Factors Affecting Night Market Traders’ Performance in Tanzania: A Case of Forodhani Night Market in Unguja

This study assessed the factors affecting the night market traders’ sales performance. The factors examined were the age, sex, marital status, trade experience, startup capital, number of employees, business type, and years of schooling of a night market trader. The study employed a cross-sectional research design whereby structured and semi-structured interviews were used for data collection. Probability and non-probability sampling techniques were employed to select a sample of 98 night market traders. Data were analysed by using a multiple linear regression model. The findings revealed that traders’ experience, start-up capital, number of employees, business type, years of schooling and sex of a night market trader significantly influenced sales performance. Therefore, entrepreneurial educators should craft strategies and learning environments that validate and stimulate women’s identity in a way that does not compete with the behaviour of the idealised male entrepreneur also government should establish a special campaign to motivate financial institutions to open up a special window for night market traders in accessing loans and accommodate entrepreneurs’ skills in teaching curriculum starting from primary to university education levels