Determinants of Perishable Fruit Supply Chain Performance in a Rapidly Growing City: Evidence from Mabibo Market, Dar es Salaam

Abstract

The fruit supply chain plays a vital role in ensuring food security, generating income, and improving livelihoods in rapidly growing urban centers. However, the distribution of perishable fruits continues to face significant challenges, including limited access to market information, inadequate credit facilities, weak marketing practices, and inefficient intermediary activities. These constraints contribute to post-harvest losses, supply disruptions, and reduced profitability across the supply chain. This study examined the determinants of the performance of the perishable fruit supply chain at Mabibo Market. Specifically, the study examined the effects of market information availability, credit accessibility, vendor marketing practices, and intermediary activities on supply chain performance. A cross-sectional research design was employed, integrating quantitative and qualitative approaches. Quantitative data were collected from 120 respondents. The quantitative data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM), while qualitative data were subjected to thematic content analysis. The findings revealed that market information significantly reduced post-harvest losses (β = –0.39, p < 0.01), highlighting the importance of timely and accurate information in improving decision-making and market responsiveness. Access to credit positively influenced supply reliability (β = 0.41, p < 0.01) by enabling investment in storage, transportation, and related operational activities. Vendor marketing practices significantly improved sales performance and reduced spoilage (β = 0.35, p < 0.05). Conversely, intermediary activities negatively affected supply chain performance by increasing transaction costs and reducing producer margins (β = –0.27, p < 0.05). The study concludes that strengthening market information systems, expanding access to affordable credit, improving vendor marketing capabilities, and enhancing transparency in intermediary operations are critical for improving supply chain performance. It recommends the adoption of digital market information platforms, affordable financing schemes, vendor training programs, and regulatory frameworks for intermediary operations to reduce post-harvest losses and enhance urban food security in Tanzania.