Developing a marketing strategy model to enhance performance of micro, small and medium enterprises (MSMEs) in Zambia.
| dc.contributor.author | Ndhlovu, Scotch Musalela | |
| dc.date.accessioned | 2024-10-31T09:41:56Z | |
| dc.date.available | 2024-10-31T09:41:56Z | |
| dc.date.issued | 2024 | |
| dc.description | Thesis of Doctor of Philosophy in Business and Management | |
| dc.description.abstract | The purpose of this study was to develop a marketing strategy model that could enhance performance in particular the sales growth of MSMEs in Zambia. The study was conducted out of the need to understand the role played by the marketing strategies on performance of MSMEs in Zambia taking into account that most MSMEs fail to survive and grow few years after their establishment. The objective was to present the results of a rigorous assessment of marketing strategies applied by the MSMEs and their influence on performance. From the research results, a marketing strategy model was to be developed. The study was guided by the bounded rationality theory and anchored in the positivist paradigm embracing the logic of induction and deduction. Two measures (a) marketing strategies and (b) sales growth were the main variables. The target population was 335 MSMEs from both Lusaka and Copperbelt province. Since each province had an association of registered members, the register for each province was used as a sampling frame. Data was collected using a descriptive research survey. The instrument used in this study was a structured questionnaire that was designed by the researcher. Yamane Taro’s sampling formula was used to determine the required sample. 177 respondents were enlisted in this study. Data was analysed using the SPSS statistical program, version 28 (SPSS Inc.). Ordinal logistic regression was performed to determine the influence of marketing strategies on sales growth. The key and major findings of study revealed that out of 14 marketing strategies that were assessed, only 5 were dominant in terms of use and these are; Whatsap ranked number 1, Facebook ranked number 2, Radio ranked number 3, Newspaper ranked number 4 and Face to Face (word of mouth, door to door) ranked number 5. Out of the 5 marketing strategies that were in use, 4 had significant high influence on sales growth and these are; Radio (Wald χ2(1) = 25.606, p = 0.001), WhatsApp (Wald χ2(1) =12.480, p = 0.001), Facebook (Wald χ2(1) =5.702, p = 0.017) and Newspaper (Wald χ2(1) =9.510, p = 0.001). The use of these four marketing strategies appear to be essential for increasing sales growth of the MSMEs. The study concludes that marketing strategies provide additional competitive edge to MSMEs by consistently enhancing sales growth. Therefore, MSMEs should pursue the consistent adoption of marketing strategies as a way of improving their performance in particular the sales growth. Further, the study revealed that the choice of marketing strategies that MSMEs applied was influenced by the MSME owner- managers’ cognitive capability, environment and availability of resources. The study recommends that the MSME Associations should disseminate information to members to appreciate and adopt marketing strategies to ehance their performance. The associations should also engage Government institutions such as the Ministry of Small Medium Enterprise and Development, Zambia Development Agency and Citizens Economic Empowerment Commission to regularly conduct training to their members on marketing strategies. | |
| dc.identifier.uri | https://dspace.unza.zm/handle/123456789/8964 | |
| dc.language.iso | en | |
| dc.publisher | The University of Zambia | |
| dc.title | Developing a marketing strategy model to enhance performance of micro, small and medium enterprises (MSMEs) in Zambia. | |
| dc.type | Thesis |