Please use this identifier to cite or link to this item: https://hdl.handle.net/10321/3366
DC FieldValueLanguage
dc.contributor.authorLekhanya, Lawrence Mpeleen_US
dc.contributor.authorMason, Roger Bruceen_US
dc.date.accessioned2019-10-29T10:05:53Z-
dc.date.available2019-10-29T10:05:53Z-
dc.date.issued2013-
dc.identifier.citationLekhanya, L.M. and Mason, R.B. 2013. The use of marketing strategies by small, medium and micro enterprises in rural KwaZulu-Natal. The Southern African Journal of Entrepreneurship and Small Business Management. 6: 39-56.en_US
dc.identifier.issn2522-7343 (PRINT)-
dc.identifier.issn2071-3185 (ONLINE)-
dc.identifier.urihttp://hdl.handle.net/10321/3366-
dc.description.abstractThis 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.en_US
dc.format.extent18 pen_US
dc.language.isoenen_US
dc.publisherThe Southern African Journal of Entrepreneurship and Small Business Managementen_US
dc.relation.ispartofThe Southern African Journal of Entrepreneurship and Small Business Management (SAJESBM)en_US
dc.subjectMarketing Tacticsen_US
dc.subjectRuralen_US
dc.subjectMarketing strategiesen_US
dc.subjectSouth Africaen_US
dc.subjectSMMEen_US
dc.subjectKZNen_US
dc.titleThe use of marketing strategies by small, medium and micro enterprises in rural KwaZulu-Natalen_US
dc.typeArticleen_US
dc.identifier.doihttps://doi.org/10.4102/sajesbm.v6i1.32-
local.sdgSDG11-
item.openairetypeArticle-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.grantfulltextopen-
item.cerifentitytypePublications-
item.languageiso639-1en-
item.fulltextWith Fulltext-
Appears in Collections:Research Publications (Management Sciences)
Files in This Item:
File Description SizeFormat
Lekhanya_SAJESBM_Vol6_Pg39-56_2013.pdf472.3 kBAdobe PDFThumbnail
View/Open
Show simple item record

Page view(s)

1,580
checked on Dec 23, 2024

Download(s)

164
checked on Dec 23, 2024

Google ScholarTM

Check

Altmetric

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.