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dc.contributor.authorLekhanya, Lawrence Mpele
dc.identifier.citationLekhanya, L.M. 2015. Key internal factors affecting the small, medium and micro enterprises (SMMEs) marketing strategies in rural South Africa. Problems and Perspectives in Management. Vol. 3 (2) : 410-417.en_US
dc.description.abstractThe 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.en_US
dc.format.extent8 pen_US
dc.publisherBusiness Perspectivesen_US
dc.relation.ispartofProblems and perspectives in management (Online)-
dc.subjectInternal factorsen_US
dc.subjectRural South Africaen_US
dc.subjectMarketing strategiesen_US
dc.subjectJEL Classification: M31en_US
dc.titleKey internal factors affecting the small, medium and micro enterprises (SMMEs) marketing strategies in rural South Africaen_US
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