Academy of Entrepreneurship Journal (Print ISSN: 1087-9595; Online ISSN: 1528-2686)


The Effects of Years of Operation Business Training and Business Turnover On Marketing Communication Strategies of SMEs in Polokwane South Africa

Author(s): Phokwane C and Makhitha, K.M

Marketing communication is seen as a vital activity for the survival and success of SMEs. The aim of the study was to determine the impact of demographics such as years of operation, business training and business turnover on marketing communication on the performance of small and medium enterprises (SMEs) in Polokwane, South Africa. SMEs worldwide, are regarded as the cornerstone for economic development since they are established to foster the economic growth and development of any country. However, SMEs are faced with business marketing challenges adversely affects the positive impacts of the SMEs. The study adopted the survey method, distributing 412 questionnaires to SMEs operating in Polokwane except for the walkers. This SMEs formed the sample of the study. The data obtained was analysed using Pearson Product Moment correlation analysis which was computed electronically using Statistical Package for Social Science (SPSS) version 21. Various statistical analysis were also conducted to determine if marketing communication influence the performance of SMEs. It was found that the demographic factors (business operation, training and annual turn-over) have an impact on the marketing communication strategies of the SMEs.

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