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VOL. 6, ISSUE 1 (2024)
Assessing the effectiveness of marketing strategies for small and medium entrprises: The case of small and medium enterprises in Kafue Cbd
Authors
Nchimunya Hacholi
Abstract
This study focused on assessing the
effectiveness of marketing strategies by Small and Medium Enterprises in
Kafue’s Central Business District. The data for this
study was collected through primary and secondary sources. Primary data was
collected through surveys using questionnaires that were administered to the
various owners, managers, and marketing personnel of small and medium
enterprises in Kafue, Zambia. The secondary data was collected through the
review of literature from journals, articles, and reports related to the topic
of the study. This research utilized a descriptive cross-sectional research design
which examined the frequency or severity of the variable of interest throughout
a specific demographic The study used
regression analysis to assess the impact of marketing strategies on the
performance of SMEs, using a multiple logistic regression model. The analysis
was carried out using the Statistical Package for Social Sciences (SPSS)
version 25. The results of the study show that the
odds of a marketing channel being effective for new product entry are
approximately 93% lower in the "neutral" category compared to the
"very ineffective" category while holding other variables constant. Based on the findings of the study, small and medium-sized enterprises
(SMEs) seeking to maximize the efficiency of their marketing in Kafue, might
use a comprehensive strategy to improve their efficacy. Utilizing the potential
advantageous effects of "Influencer Marketing" and "Social Media
Marketing" has the capacity to enhance brand exposure and foster customer
involvement.
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Pages:96-100
How to cite this article:
Nchimunya Hacholi "Assessing the effectiveness of marketing strategies for small and medium entrprises: The case of small and medium enterprises in Kafue Cbd". International Journal of Management and Economics, Vol 6, Issue 1, 2024, Pages 96-100
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