IDEAS home Printed from https://ideas.repec.org/a/dug/actaec/y2024i1p33-44.html
   My bibliography  Save this article

The Role of Integrated Promotional Strategies in Aiding the Success of SMMEs in the Retail Rector in Durban

Author

Listed:
  • Norman Mahohoma

    (Durban University of Technology)

  • Albert Tchey Agbenyegah

    (Durban University of Technology)

Abstract

The success of Small, Medium and Micro Enterprises (SMMEs) in Durban’s retail sector is crucial for both 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 better understand the impact of these strategies, this study aims to explore 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 an 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 achieve long-term growth and success.

Suggested Citation

  • Norman Mahohoma & Albert Tchey Agbenyegah, 2024. "The Role of Integrated Promotional Strategies in Aiding the Success of SMMEs in the Retail Rector in Durban," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 20(1), pages 33-44, February.
    • Handle: RePEc:dug:actaec:y:2024:i:1:p:33-44
    as

    Download full text from publisher

    File URL: https://dj.univ-danubius.ro/index.php/AUDOE/article/view/2688/2749
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:dug:actaec:y:2024:i:1:p:33-44. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Daniela Robu (email available below). General contact details of provider: https://edirc.repec.org/data/fedanro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.