The Influence of Entrepreneurs’ Familiarity with Consumers’ Indigenous Language on Consumer Patronage Rates: Evidence from Mwanza City in Tanzania

This study examined the influence of entrepreneurs’ familiarity with consumers’ indigenous languages on consumer patronage rates in Mwanza City, Tanzania. Descriptive cross-sectional design with a quantitative approach was employed to collect data from 384 consumers selected through stratified random sampling across various business zones in Mwanza City. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using the Statistical Package for Social Sciences (SPSS). Descriptive statistics were used to analyse respondents’ demographic characteristics, while Pearson correlation and multiple regression analysis tested the study hypotheses. The findings revealed a strong positive relationship between entrepreneurs’ familiarity with consumers’ indigenous languages and consumer trust, satisfaction, and patronage rates. The study concluded that communication through indigenous languages enhances consumers’ trust and satisfaction, leading to increased loyalty and repeat patronage. It is therefore recommended that entrepreneurs incorporate indigenous language use as a key business communication strategy and that policymakers promote linguistic inclusivity in entrepreneurship development programs