Success of Marketing Information System Model for SMEs of Punjab: Validation of Survey Based Results and Case Study Analysis

Abstract

The study uses a survey analysis for 140 SMEs of manufacturing sector of Punjab in India to understand the level of MkIS by firms. Punjab has been ranked as one of the growing states of India. The study uses step-wise regression technique to find the important predictors of the MkIS model. The results depict that co-efficient of determination is 0.508 and adjusted co-efficient of determination is 0.490, these predictors explain 49% of the variation and Durbin-Watson index is 2.102, which is acceptable for the model. The main objective of the study is to validate the success of MkIS model for SMEs through a case study done for six firms of which 2 firms produce cutting tools from district Patiala, 2 firms producing sports goods from district Jalandhar and 2 firms producing bicycle components from district Ludhiana respectively.