Faculty of Management Sciences
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Item The role of integrated promotional strategies in aiding the success of SMMEs in the retail sector in Durban(2024-03-05) Mahohoma, N.; Agbenyegah, A. T.The success of Small, Medium and Micro Enterprises (SMMEs) in Durban's retail sector is crucial for both the local economic vitality and community engagement. Despite this importance, these enterprises often struggle with maintaining visibility and competitiveness. However, there is a solution in the form of integrated promotional strategies, which bring together different marketing channels to deliver a coherent message to the target audience. To further understand the impact of these strategies, this study aims to delve into their role in the success of retail SMMEs in Durban. 217 owner-managers of retail SMMEs in Durban provided data using self-administered questionnaires with a 5-point Likert scale, resulting in 88% response rate. Analysing the data using a variety of descriptive and inferential methods, we utilised the statistical software SPSS Version 29. The results displayed an overall agreement among respondents regarding the effectiveness of integrated promotional strategies such as sales promotion, branding, digital marketing, and social media. However, respondents had divided opinions on the effectiveness of public relations, email communication, and telemarketing. In conclusion, it was evident that integrated promotional strategies play a crucial role in the success of retail small and medium enterprises (SMMEs) in Durban by boosting visibility, strengthening brand recognition, and fostering customer engagement. Through the implementation of personalised and cohesive promotional strategies, SMMEs can better navigate the competitive market and ultimately attain long-term growth and success.Item The impact of process, people and physical evidence on small retail business performance in Durban Central, South Africa(Vasyl Stefanyk Precarpathian National University, 2024-06-13) Mahohoma, N.; Agbenyegah, A.T.The vibrant commercial landscape of Durban Central, South Africa, is greatly influenced by the dynamic contributions of small retail businesses. Beyond their economic impact, small businesses also generate employment opportunities. However, despite their significance, small businesses are often hindered by obstacles to achieving and maintaining sustainable performance. To overcome these obstacles, it is essential to comprehend the influence of different factors on their performance. This study aims to evaluate the impact of process efficiency, people (human factor) and physical evidence (3 selected Ps) on the performance of small retail businesses. Existing research highlights the significance of these 3 selected Ps in propelling the success of small businesses, with a focus on streamlining operations, motivated staff and creating aesthetically pleasing storefronts. A quantitative approach was implemented in this study. This involved the distribution of self-completed surveys of a 5-point Likert scale questionnaire ranging from “strongly agree to strongly disagree”. 190 out of 217 small retail business owners in Durban Central completed the survey, resulting in a response rate of 87.56%. Quantitative data was analysed using the SPSS version 29. Pearson’s Chi square was used to test the formulated hypotheses. The findings showed that small retail business owner/managers hold a strong belief that there is a positive influence between the 3 selected Ps and business performance. This underlines the significance of investing in a favourable physical environment, streamlining internal processes and prioritising employee development and involvement to improve business performance. However, it is worth noting that while many businesses reported positive outcomes, there were also varying perceptions of performance among small retail businesses, indicating that external factors may also play a role in their success. It is recommended that small businesses invest in creating a friendly physical space, streamlining internal processes and providing thorough employee training and engagement.