Key internal factors affecting the small, medium and micro enterprises (SMMEs) marketing strategies in rural South Africa

Abstract

The purpose of this paper is to report on a study aimed at identifying key internal factors that affect the success of SMMEs marketing strategies in rural South Africa. The study employed both qualitative and quantitative methods in data collection and the analysis of primary data in order to ensure reliability and generalizability of the results. Collection of primary data was conducted in five rural areas of KwaZulu-Natal (KZN). Sample size consisted of 374 business owners/managers, with respondents completing a questionnaire. Space was provided for each question in the questionnaire, which was more qualitative to allow respondents to give additional relevant information which might have been left out during the formulation of the questionnaire. All the quantitative were coded into SPSS (Version 21.0) graphs, cross-tabulation, frequencies and descriptive statistics. According to the findings, the most significant internal factors that impact on the SMMEs’ marketing strategies in rural South Africa are: access to finance, managerial skills, education and training, skills personnel. The study recommended strategies and policies SMMEs in rural South Africa with specific reference to the KwaZulu-Natal area. The results will be significant to policy makers, SMMEs sector, SMMEs stakeholders and other researchers.