Marketing Knowhow, Business Interruption and Performance of SME's during COVID-19 Pandemic in Kampala.
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Date
2023
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Abstract
This study was aimed at examining the relationship between marketing knowhow, business interruption and performance of SMEs in Kampala during COVID-19 pandemic. This study was based on the objectives: to examine the relationship between marketing knowhow and performance of SMEs, to establish the relationship between business interruption and performance of SMEs and to examine the relationship between marketing knowhow, business interruption and performance of SMEs. The study adopted a cross-sectional research design along with a quantitative research approach. In this study, the researcher distributed 379 questionnaires of which only 287 questionnaires were returned representing a response rate of 75.7%. Quantitative data analysis was done using regression and correlation analyses. Study findings revealed a significant and positive relationship between marketing knowhow and performance of SMEs, a positive and insignificant relationship between business interruption and performance of SMEs; and a positive and a significant relationship between marketing knowhow, business interruption and performance of SMEs. Findings indicated that marketing knowhow is a stronger predictor of SMEs performance compared to business interruptions which implies that to attain desired SMEs performance, price, promotion, product, distribution and market information management practices should be considered. The study recommended that managers should actively engage in the formation of associations and strengthen their marketing knowhow in order to gain knowledge and get access to critical information in the industry and acquisition of key resources to competitive.
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A Dissertation Submitted to Makerere University Business School (Faculty of Graduate Studies and Research) in Partial Fulfilment of the Requirements for the Award of Degree of Master of Business Administration of Makerere University. (PLAN A).
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Musitafa, M (2023) Marketing Knowhow, Business Interruption and Performance of SME's during COVID-19 Pandemic in Kampala. Unpublished Masters Dissertation Makerere University Business School. Kampala, Uganda.