Please use this identifier to cite or link to this item: http://hdl.handle.net/10321/3366
Title: The use of marketing strategies by small, medium and micro enterprises in rural KwaZulu-Natal
Authors: Lekhanya, Lawrence Mpele 
Mason, Roger Bruce 
Keywords: Marketing Tactics;Rural;Marketing strategies;South Africa;SMME;KZN
Issue Date: 2013
Publisher: The Southern African Journal of Entrepreneurship and Small Business Management
Source: Lekhanya, 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.
Journal: The Southern African Journal of Entrepreneurship and Small Business Management (SAJESBM) 
The Southern African journal of entrepreneurship and small business management (Online) ItemCrisRefDisplayStrategy.journals.deleted.icon
Abstract: 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.
URI: http://hdl.handle.net/10321/3366
ISSN: 2522-7343 (PRINT)
2071-3185 (ONLINE)
Appears in Collections:Research Publications (Management Sciences)

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