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The perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613683930103808 |
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| access_status_str | Open Access |
| author2 | Sandrock, Judith Norah |
| author_browse | Sandrock, Judith Norah |
| author_facet | Sandrock, Judith Norah |
| collection | Thesis |
| dc_rights_str_mv | © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/22774 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:40:02.981Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/22774 The perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa Sandrock, Judith Norah ichelp@gibs.co.za Mokgoatlheng, Sipho UCTD Marketing communications Micro-entrepreneurs Microenterprises Dissertation (MBA)--University of Pretoria, 2012. This study examined marketing communications in South African microenterprises. Large organisations normally engaged in marketing activities to support their growth and success. With microenterprises, a type of small business, touted as having a critical role to play in the development of South Africa’s economy but failing to live up to that expectations the purpose of this study was to explore and gain a preliminary understanding of the perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa.Micro-entrepreneurs around Gauteng were identified as the population to be studied and from that population, micro-entrepreneurs who work with MEDO were identified as a sample. Using a questionnaire, data was collected from owners of microenterprises and analysed to arrive to findings outlined below:An overwhelming majority of the owners of microenterprises have a positive perception towards marketing communications. They believe it can play a vital role in the growth and success of their businesses. However, it was interesting to note that again a majority of them did not understand the concept of marketing communications. What was also interesting was that they were prepared to learn more about the concept because they believe it can make a difference to their businesses. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T13:44:34Z 2013-04-29 2013-09-06T13:44:34Z 2013-04-25 2012 2013-02-23 Dissertation Mokgoatlheng, S 2012, The perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/22774 > F13/4/226/zw http://hdl.handle.net/2263/22774 http://upetd.up.ac.za/thesis/available/etd-02232013-163145/ © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Marketing communications Micro-entrepreneurs Microenterprises The perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa |
| title | The perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa |
| title_full | The perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa |
| title_fullStr | The perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa |
| title_full_unstemmed | The perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa |
| title_short | The perceptions and understanding of the importance and the use of marketing communications by microenterprises in South Africa |
| title_sort | perceptions and understanding of the importance and the use of marketing communications by microenterprises in south africa |
| topic | UCTD Marketing communications Micro-entrepreneurs Microenterprises |
| url | http://hdl.handle.net/2263/22774 http://upetd.up.ac.za/thesis/available/etd-02232013-163145/ |