Entrepreneurs’ characteristics and marketing communication practices of SMEs in South Africa

The purpose of this study was to investigate the entrepreneurs’ characteristics and marketing communication practices of SMEs South Africa. This study adopted the quantitative research design with a descriptive research method. Data was collected through the use of self-administered questionnaires i...

Full description

Saved in:
Bibliographic Details
Published in:Gender & behaviour 2017-12, Vol.15 (3), p.9350-9371
Main Authors: Ramasobana, Morongwa, Fatoki, Olawale, Oni, Olabanji
Format: Article
Language:English
Subjects:
Age
Business communications
Communication
Communication Strategies
Correlation
Cronbach's alpha
Descriptive research
Education
Educational Technology
Entrepreneurs
Entrepreneurship
Entrepreneurs’ characteristics
Gender
Integrated marketing
Internet
Literature reviews
Males
Market strategy
Marketing
marketing communication
Money Management
Qualifications
Quantitative analysis
Questionnaires
Reliability
Research Design
Research methodology
Small & medium sized enterprises-SME
Small and medium enterprises
Small business
Social Networks
South Africa
Statistical Analysis
Success
Target markets
Technology
Television advertising
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The purpose of this study was to investigate the entrepreneurs’ characteristics and marketing communication practices of SMEs 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, T-test, and ANOVA were used to analyse data. The Cronbach’s alpha was used to measure reliability. 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 gender, educational qualifications, age of the SME owner and the knowledge of internet technology. 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 the aforementioned entrepreneurs’ characteristics.
ISSN:1596-9231
DOI:10.10520/EJC-c382b18b1