The Effect of Marketing Approaches on the Growth of Small Scale and Medium Enterprises a Case Study of Nakawa Division, Kampala District

Abstract

The study sought to establish the effect of marketing approaches on the growth of SMEs in Nakawa division, Kampala district. The study was based on secondly and primary data. Primary data was collected through the method of sample survey and for this purpose a structured questionnaire was used as the research instrument. Data was gathered by the sample of 20 SMEs. Secondary data was derived from previous researched literatures and books.

Findings indicated that there were positive effect of quality, branding and promotional approaches on the growth of SMEs, Further the findings revealed that SMEs use marketing approaches to increase on their sales, compete with other organization attract more customers. However, this is all hindered by numerous problems such as lack of enough finance, legislation, customer ignorance. In conclusion, the findings support past research in that where firms perceive use of marketing approaches as important they don’t use the marketing approaches to their full advantage for growth.

The study recommends that other factors which were not part of the model be used to study effect of marketing approaches and growth of SMEs.Concetrating on building one or more strong brands, create a culture which is conducive to and support of quality implementation, also adaption of modern technology(internet).

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