Record Details

The use of marketing strategies by Small, Medium and Micro Enterprises in rural KwaZulu-Natal

Southern African Journal of Entrepreneurship and Small Business Management


 
 
Field Value
 
Title The use of marketing strategies by Small, Medium and Micro Enterprises in rural KwaZulu-Natal
 
Creator Lekhanya, Lawrence Mpele Mason, Roger B
 
Subject — —
Description This paper examines the use of marketing strategies by Small, Micro and Medium Enterprises (SMMEs) in rural areas and identifies how they are limited by various internal and external factors. The study aimed to determine whether rural SMMEs have formal marketing strategies, the factors that constrain their marketing activities, their understanding of what marketing entails and the marketing communications techniques that they use. The study was conducted in rural KwaZulu-Natal (KZN), using a survey method. The sample consisted of 374 SMME owners/managers, selected using quota sampling, with respondents completing a questionnaire with the assistance of an interviewer. The results of the research revealed that marketing knowledge and expertise is lacking, with limited use of marketing strategies by the rural SMMEs. The paper will benefit SMME marketers by assisting them to better understand the marketing tactics to use, dependent on the nature of their environment. Most work on SMME marketing has concentrated on urban entrepreneurial marketing, with little emphasis on marketing strategies used in rural areas. Findings were limited by the study’s exploratory nature and the small sample. Further research with larger samples and the consideration of other provinces is recommended.Keywords – Marketing strategy, Rural, Marketing tactics, South Africa, SMME, KZN
 
Publisher AOSIS Publishing
 
Contributor
Date 2013-12-31
 
Type info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion — —
Format application/pdf
Identifier 10.4102/sajesbm.v6i1.32
 
Source The Southern African Journal of Entrepreneurship and Small Business Management; Vol 6, No 1 (2013); 39 - 56 2071-3185 1015-3977
 
Language eng
 
Relation https://sajesbm.co.za/index.php/sajesbm/article/view/32/36
 
Coverage — — —
Rights Copyright (c) 2015 The Southern African Journal of Entrepreneurship and Small Business Management