The Utilisation of Integrated Marketing Communication Strategies by Small Retailers in Mankweng, South Africa

Abstract

The aim of this study was to investigate whether small retailers in the Mankweng township of Limpopo Province, South Africa make use of intergrated marketing communication to communicate with their customers with the objective to investigate whether these small retailers made use elements of intergrated marketing communication within their businesses and whether the utilisation of integrated marketing communication had an effect on business profitability. From a sample of N=26 small retailers, a quantitative survey was conducted through researcher-administered questionnaires, with data being analysed by the Statistical Package for Social Sciences 21. Significantly, the study found that most small retailers in Mankweng utilised elements of intergrated marketing communication, while some had no interest. Also the study found that for those small retailers that employed marketing communication, their profitability was positively impacted. As a result of this study we recommend that small retailers in the area adopt suitable marketing communication strategies as a business approach based on market research, effective resource utilisation and measurable strategic objectives.

DOI: 10.5901/mjss.2014.v5n15p111