Faculty of Management Sciences

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Investigating the nexus of corporate social responsibility and marketing performance in a medium-sized clothing manufacturing enterprise in South Africa
(Bussecon International Academy, 2024-07-27) Maome, Itumeleng Judith; Zondo, Robert Walter Dumisani
Organisations all over the world are increasingly adopting Corporate Social Responsibility (CSR) as a strategic tool, not only for improving their brand image but also in making a meaningful contribution to the welfare of society. This trend includes incorporating socially responsible aspects into marketing strategies, resulting in goods and services that benefit the community at large. Small and Medium Enterprises (SMEs) play an important role in this framework as they contribute significantly to both social and economic growth. Using a quantitative methodology, this study examined the experiences of a manufacturing organisation in the eThekwini District Municipality of KwaZulu-Natal that has included CSR into its marketing strategies. The analysis employed the Ordinary Least Squares (OLS) method, with data evaluated using the Statistical Package for the Social Sciences (SPSS). This study collected and analysed pre- and post-CSR implementation quarterly data on sales performance and customer retention. The empirical findings offer a multifaceted picture of the impact of CSR on marketing performance. There appears to be a substantial relationship between customer retention rates and marketing performance following CSR implementation. Interestingly, the study discovered an inverse association between sales volumes and marketing performance, implying that a rise in sales does not always result in improved marketing results for the organisation in question. This unexpected consequence shows the intricate interplay between CSR programmes and marketing outcomes, providing useful insights for businesses, particularly those in the South African manufacturing sector that are attempting to negotiate the complexities of CSR-driven marketing strategies. This study contributes to a better understanding of how CSR efforts can be strategically integrated with marketing goals to promote both social and business success.
The implication of social media marketing on the sustainability of SMEs in Accra Ghana
(2023) Hayford, Amegbe; Zungu, Nkululeko PraiseGod; Asamoah, Emmanuel Selase
Social media is a nascent technological tool that impacts organizations today. The impact varies from large to small organizations and developed and developing country contexts. The present study advances insight by investigating the implication of social media marketing on small and medium enterprise (SME) sustainability in Accra, using an exploratory, sequential, mixed methods strategy. The study commenced with the qualitative phase, interviewing 16 SMEs in Accra from different industries, as classified by the Ghana Investment and Promotion Council. The findings from the qualitative phase formed the basis for the quantitative phase, which surveyed 234 SMEs to participate in the study. The qualitative data were analysed with NVivo, while SmartPLS was employed for the quantitative data. Findings from the qualitative and quantitative phases reveal support for organisational and entrepreneurial factors influencing the adoption decision of SMEs in Accra. However, the study did not find support for two qualitative phase technological factors (complexity and perceived cost) and one environmental factor (institutional pressure). Furthermore, support for social media adoption and financial marketing performance were revealed as non-financial marketing performance in both study phases, while financial marketing performance was found to also support environmental and social sustainability. This study's originality lies in the use of a sequential mixed methods approach, to extend Technology, Organization and Environment theory in examining marketing performance outcomes and sustainability. Moreover, the inclusion of an additional factor to test social media adoption among SMEs and developing a conceptual framework to explore and test these relationships, differentiates this study. Theoretically, the study contributes to the existing knowledge, demonstrating the factors influencing SMEs' social media adoption, how this translates into non-financial marketing performance of SMEs and would lead to their sustainable performance. Based on the overall findings, the study also develops a conceptual framework that can serve as a foundation upon which future studies could be conducted. Practically, the findings would also benefit SME owners/managers on advantages of social media use in their organizations and to develop a proper implementation strategy. For policymakers who oversee SME activities, this study would provide the avenue for policy formulation on how SMEs can take advantage of social media in their organization to enable them to become competitive and remain sustainable.
Investigating The Consumer Protection Act (CPA) and promotional strategies of retail business in Durban
(2019-03) Moodley, Marlini; Reddy, Karunanidhi; Penceliah, Darry S.
It was imperative for the Consumer Protection Act 68 of 2008 (CPA) to be enacted in order to assist historically disadvantaged individuals to fulfil their rights and to promote their full participation as consumers. In the past, under-privileged consumers did not have the required information to protect themselves as consumers nor did they enjoy access to legal representation. With significant levels of poverty and unequal distribution of income, high litigation costs presented a challenge for a consumer seeking justice. Historically, consumers suffered a host of abuses, including bait advertising; misleading advertising; suppliers failing to honour guarantees; non-disclosure; sub-standard product quality; and terms that were unfair. Recognising the fact that economic marginalisation is serious and unjust, the CPA was designed to prevent businesses from gaining a competitive advantage by engaging in unfair business practices. The overall aim of the empirical study was to evaluate the implications of the CPA for retail businesses in Durban, with a focus on the promotional strategies currently used by businesses in the sample. The study reviews related literature on the significance and challenges of retailing; the marketing mix; promotional strategies; the complexities of customer retention and market segmentation; the various types of promotional tools; the promotional mix; as well as preferred, cost-effective promotional strategies and CPA compliance in general. It was established from the literature review that retailers prefer costeffective promotional strategies. Email marketing continues to be the most inexpensive and effective way to stay in contact with a customer. The empirical study explores particular aspects relating to the promotional strategies that retail businesses in Durban are presently using, such as their preferred choice of such strategies; the provisions of the CPA that affect the promotional efforts of retail businesses (small to medium) in Durban; the measures that retail businesses in Durban are adopting to address the restrictions placed in terms of the CPA; and the implications of the implementation of the CPA on promotions expenditure for retail businesses in Durban. The study adopts both quantitative and qualitative methodologies. In total, 400 questionnaires were despatched and 330 were returned, which generated a response of 82.5 %. Eighteen structured interviews were also conducted with marketing managers and business owners. The findings from the study indicate that radio advertising, SMS, email and telesales are used by the businesses in the sample. In-store promotions are conducted by 61% of the participants. Other promotional strategies used by the participants include vehicle branding, distribution of handbills, E-commerce, telesales to existing and potential customers, calling on customers by marketing representatives, newspaper advertising and website advertising. Opt-in email and SMSs campaigns, social media, in-store promotions, vehicle branding and trailer advertising are the preferred promotional strategies in these businesses. Businesses’ preferences for promotional tools are based on cost and reaching a larger target audience quickly. A framework to assist all retail businesses in South Africa with the impact of the CPA on promotional strategies of retail entities is proposed. The framework, with transformation in a historically disadvantaged society as a backdrop, meets legal requirements, offers a proconsumer approach to retailers, enhances business reputation and aims to increase the bottom-line. The study also concludes that the CPA aims to bring about fairness and transparency in consumer-related transactions and encourages good business practises for suppliers of goods or services. However, businesses are being forced to adopt more expensive and labour-intensive measures to address the restrictions of the CPA.
A survey of personal hurdles contributing to failures of rural entrepreneurship : economic implications for owner-managers
(Clute Institute, 2018) Agbenyegah, Albert Tchey; Dlamini, Bongani Innocent
This study seeks to explore with keen understanding of personal hurdles as revealed by owner-managers from two rural settings of the Northern Cape Province (NCP). The study focuses on personal hurdles that according to literature contributes to the growing failure of entrepreneurial activities. Personal hurdles were assessed using “Statistical Package for the Social Science” (SPSS). A survey method is utilized in gathering primary dataset, descriptive analysis and frequency tables were used to assess all the basic variables including the personal hurdles of owner-managers. Factor analysis was utilized as a determinant of personal hurdles. Formulated hypotheses for the study were tested by the inferential statistic of Analysis of Variance (ANOVA). Relationships between dependent (rural entrepreneurial failures) and independent variables (resources, information and infrastructure gaps) were ascertained through the Pearson Correlation techniques. The study revealed that the resource gaps affect rural entrepreneurial failure (REF)On the other hand, information and infrastructure do not have significant effect on REF.A moderate positive linear correlation between resource gap and REF was detected. Furthermore, there is a low positive linear correlation between REF and the two independent variables (information and infrastructure gaps) were detected.
Factors influencing entrepreneurial intention : a case of students in a South African University
(2020-01-01) Nsahlai, Veritas Kiyven; Zogli, Luther-King Junior; Lawa, Emmanuel; Dlamini, Bongani Innocent
Entrepreneurship has been globally adopted as a strategic approach in facilitating economic participation among youth. On an individual level, entrepreneurship affords young people their independence and autonomy to pursue their dreams. The main purpose of this study was to investigate the factors that motivate youth entrepreneurial intention amongst students in a South African university. Using a cross-sectional design with a quantitative structured questionnaire, a sample of 247 students was interviewed and the collected data was analysed with Principal component analysis. The results showed four major factors that influence students' entrepreneurial intentions. These factors include the quest to create sustainable employment, the need for independence and self-development, the quest to use one's knowledge and search for financial security and finally to take risks and challenge oneself.
An investigation into the influence of quality and standardisation of merchandising activities in grocery retailing chains on impulse purchasing in the Durban area
(2001) Bourel, Sandra; Mason, Roger Bruce
Little is known about the implications of merchandising activities of retailers, despite the fact that retailing plays a vital role in the economy. South African retailers, who are the only players in their domestic territory, need to be aware of the economic situation and of the expansion strategies of the main international retail actors. Unlike South African retailers, international companies are experienced in the world-wide grocery retailing field and have shown a lot of determination in expanding their presence and power on an international scale. This dissertation illustrates the landscape of grocery retailing today, and the risk faced by a reactive attitude by South African retailers in the face of international competition. The dissertation provides a framework, and a complete description, for integrating merchandising activities, which include visual merchandising activities, as a crucial tool to influence consumers' buying behaviour, through their impulse buying behaviour. This research project has, as its main purpose, the identification of a relationship between merchandising activities in the grocery retailing field and the impulse buying behaviour of shoppers. The dissertation addresses three issues for efficiently managmg merchandising activities, namely, the importance of the level of standardised merchandising, the role of perceived
The influence of social media in promoting the tourism industry in Durban, South Africa
(2016) Madondo, Elvis; Moodley, Padhma
Social media is increasingly playing an important role in promoting tourism. The SAT Strategy (2013: 12) suggests that the opportunities in the tourism industry are so numerous but are not yet fully exploited where more marketing is needed to create more awareness. Leung, Law, Hoof, and Huhalis (2013: 5) add that travellers have widely adopted social media in order to search for information, organise, share and annotate their experiences and stories through micro blogs and blogs, online communities, media sharing sites, and other tools collaboratively. Tourism marketers are also considerably using social media to engage with actual and potential tourists throughout the decision making journey (Hudson and Thal 2013: 157). According to Hanekom (2015: 1) tourism is regarded as a critical component on the National Development Plan of South Africa because of its capacity to spur growth across the wider economy and create jobs. There is a need for ongoing efforts to promote the tourism industry for it to remain competitive and continue contributing to the welfare of the people. The aim of this study is to determine the influence of social media in promoting tourism business activities in Durban, South Africa. The primary objective of the research is to examine the value of social media in promoting tourism in Durban. Durban is regarded as the leading tourism destination in South Africa and is globally marketed by an official marketing unit known as Durban Tourism-a part of the eThekwini Municipality (Durban Tourism 2012.4). The study followed a quantitative research method in order to attain the set objectives of the study. Non-probability sampling technique was employed in recruiting the participants. Convenience and purposive sampling techniques were used to generate the sample population in this study. The target population for the study were all the tourists that visited the Durban tourist destinations. The researcher managed to secure a 90% response rate as 272 questionnaires out of 300 were collected. A structured self-administered questionnaire with 42 questions was used in the survey that was conducted to obtain primary data. The study used both descriptive and inferential statistics. Statistical Package for Social Scientists (SPSS) version 23.0 was used to analyse the data. The results suggest that social media is of strategic importance in promoting tourism in Durban. Theorists in the literature review highlight that the influence of social media is more pervasive and compelling than conventional mass media because of its ability to influence a larger number of people, the ability to deliver rich information, and the minimal effort required from individuals to make influence attempts (Guo (2014: 3). The majority of tourists indicated that they are active on social media platforms of which, WhatsApp and Facebook had the highest numbers of users. The study also revealed that social media is not an optional extra in the tourism industry and suggests that, tourism companies, like any other company, must participate on Twitter, Facebook, MySpace, and other social media sites in order to succeed in today’s highly competitive business environment (Kaplan and Haenlein 2010:62). The study recommended that tourism authorities must encourage South Africans to visit their own country, adopt and integrate new social media applications, use social media to create awareness of the positive transformations that have taken place in the city, and offer more secure online holiday-purchase provisions. The study recommends further research to be undertaken on the influence of specific social media sites to allow more understanding and use of appropriate social media platforms by marketing practitioners.
The role of relationship marketing at non-profit organisations in KwaZulu-Natal
(2016) Hussain, Sameera Banu; Rawjee, Veena P.; Penceliah, Soobramoney
In South Africa, non-profit organisations were seen as vocal and active players in the struggle against apartheid. During the country’s transition period, non-profit organisations played a central role in mitigating the effects of apartheid’s unequal development and in mobilising opposition to the apartheid state. With the focus moving towards service delivery, non-profit organisations have continued to play a major role in filling gaps and advocating on behalf of those living in poverty. Non-profit organisations do not operate to advance their own interests, instead, they use society’s resources and goodwill to meet society’s needs. In the poor economic environment, stakeholders are unfortunately looking to cut back and save resources. It therefore becomes more critical for non-profit organisations to adopt relevant strategies to reach more stakeholders and to keep them involved and motivated. One such strategy that can be adopted is marketing, in particular relationship marketing. This study therefore sets out to investigate the role of relationship marketing within non-profit organisations in KwaZulu-Natal. A thorough overview of the literature was undertaken, mainly to investigate the nature of the non-profit sector in general as well as in South Africa, its marketing and the impact of relationship marketing. A mixed methodology was employed for this study. A census study using questionnaires was used to collect quantitative data whilst qualitative data was collected using a face-to-face, semi-structured interview schedule. The findings revealed that funding has become the main constraint faced by the non-profit sector. Many non-profit organisations have employed marketing tactics to assist them in promotion and fundraising. Relationship marketing was identified as a concept which can assist the non-profit organisations in building and maintaining relationships with their stakeholders. Respondents further positioned communication as the central point for relationship building. The results of the data analysis led to the creation of a framework which outlines the role of relationship marketing at non-profit organisations. This study has clearly indicated that relationship marketing forms a powerful strategy that non-profit organisations should apply to manage long-term relationships with their key stakeholders.
The role of integrated marketing communications in enhancement of SMEs growth in South Africa
(IFRD, 2014-04) Lekhanya, Lawrence Mpele
The intention of this paper is to discover and empirically test the knowledge gap exist with regard to the role that integrated marketing communication (IMC) plays in the enhancement of SMEs growth. A quantitative approach is followed in this paper, with a questionnaire as the research instrument and questionnaire items established through a literature review. A sample of 374 SMEs owners/managers agreed to complete the questionnaire. In order to give a descriptive overview of variables relevant to the objectives of the study, a Cronbach test was performed. Certain ability in marketing communication by SMEs was evident from the sample. However, very few marketing communication tools are fully applied in order to enhance SMEs growth. A significant starting point, in attaching importance to the role of IMC enhancement of SMEs growth, is constituted by this paper’s sample, even though it is restrictively small. Practitioners may, from this paper, understand where intervention guidelines are needed, in order to improve an IMC plan needed for SMEs. Compared to previous research done on large company practices, this paper represents an original trial to empirically apply the marketing communication approach within SMEs.
The interaction between public relations and marketing within selected companies in the greater Durban area
(2007) Naidoo, Paulene
This dissertation is a qualitative examination into a debatable view of the interaction between public relations and marketing in which one supports the other leading to an interactional outcome. Public relations is different from marketing in several ways. Their boundaries, however, often overlap, for example, both deal with an organisation’s relationships and employ similar communication tools to reach the public. Both functions have an ultimate purpose which is ensuring an organisation’s success and economic survival. Public relations and marketing, however, approach this task from somewhat different perspectives, or world views. In some instances public relations is seen as a separate entity when compared to marketing. The study investigates the current trends with the main objective of investigating the interaction/synergy between the public relations and marketing departments of seven major companies in the greater Durban area. These companies were interviewed based on their location and willingness to participate in the study. The seven companies researched for the purpose of the study were ABI Coke, Toyota, Sentec, ABSA, Sanlam, Natal Sharks Rugby Union and Lifestyle Communication: Chatsworth Centre.

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