Business Attributes and Marketing Communication Strategies of SMEs in South Africa

Morongwa Ramasobana,Olawale Fatoki

doi:10.22610/jebs.v9i6.2007

Morongwa Ramasobana, Olawale Fatoki

Open Access

https://doi.org/10.22610/jebs.v9i6.2007

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Abstract

The purpose of this study was to investigate business attributes and marketing communication practices of SMEs in South Africa. This study adopted the quantitative research design with a descriptive research method. Data was collected through the use of self-administered questionnaires in a survey. Descriptive statistics, ANOVA and regression analysis were used to analyse data. The results revealed that some marketing communication tools indicate that there is no significant difference in the marketing communication tools adopted by SMEs on the basis of business attributes. In addition, some marketing communication tools indicated that there is a significant difference in the marketing communication tools adopted by SMEs on the basis of business attributes. This study recommended that SMEsâ€™ owners should consider their business factors when selecting the marketing communication strategies and equip themselves with the knowledge of marketing communication.

Highlights

Small and Medium-Sized Enterprises (SMEs) are critical drivers of economic growth, employment creation and poverty alleviation in both developed and developing countries (Nkosi, Bounds & Goldman, 2015:1)
The results indicate that there is a significant difference in the marketing communication tools adopted by SMEs on the basis of the size of SMEs
The results indicated that there is no significant difference in the marketing communication tools adopted by SMEs on the basis of the sector of the SME

Summary

Introduction

Small and Medium-Sized Enterprises (SMEs) are critical drivers of economic growth, employment creation and poverty alleviation in both developed and developing countries (Nkosi, Bounds & Goldman, 2015:1). This study seeks to examine the effect of business attributes on the choice of marketing communication strategies of SMEs in South Africa. Ha2: There is a significant difference in the marketing communication tools adopted by SMEs on the basis of the sector of the SME. Ha3: There is a significant difference in the marketing communication tools adopted by SMEs on the basis of access to finance.

Literature Review

Methodology

Results and Discussions

Conclusion