This study examined marketing communications in South African microenterprises. Large organisations normally engaged in marketing activities to support their growth and success. With microenterprises, a type of small business, touted as having a critical role to play in the development of South Africa’s economy but failing to live up to that expectations the purpose of this study was to explore and gain a preliminary understanding of the perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa.Micro-entrepreneurs around Gauteng were identified as the population to be studied and from that population, micro-entrepreneurs who work with MEDO were identified as a sample. Using a questionnaire, data was collected from owners of microenterprises and analysed to arrive to findings outlined below:An overwhelming majority of the owners of microenterprises have a positive perception towards marketing communications. They believe it can play a vital role in the growth and success of their businesses. However, it was interesting to note that again a majority of them did not understand the concept of marketing communications. What was also interesting was that they were prepared to learn more about the concept because they believe it can make a difference to their businesses. / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:up/oai:repository.up.ac.za:2263/22774 |
| Date | 23 February 2013 |
| Creators | Mokgoatlheng, Sipho |
| Contributors | Sandrock, Judith Norah, ichelp@gibs.co.za |
| Publisher | University of Pretoria |
| Source Sets | South African National ETD Portal |
| Detected Language | English |
| Type | Dissertation |
| Rights | © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
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