Are South African Spaza Shops Use Marketing Communication Tools to Promote Their Businesses

Molete MOSEKI, Louise van SCHEERS

Abstract


The aim of this conceptual research was to establish whether Soweto spaza shops use marketing communication tools to promote their businesses. This research undertook qualitative research method and exploratory research design and was essentially textual as numerous literatures were consulted.

The conducted research established that the top five most regularly used marketing communication methods are direct sales, ‘word-of-mouth’, point of sale materials; networking and newspaper advertisement. The least regularly used marketing communication methods are YouTube, television, direct mail, press releases and coupons/ vouchers.  Therefore, the consulted references agreed that although limited marketing communication methods are used by spaza shop owners. The study concludes that South African spaza shops use marketing communication tools to promote their businesses.

Keywords


Marketing communication; informal sector; South Africa

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DOI: http://dx.doi.org/10.20321/nilejbe.v2i3.79

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