Investigating Marketing Challenges Faced by South African SMEs during Covid-19
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Small and medium-sized businesses (SMEs) play a crucial part in growing South Africa’s economy, where these businesses employ half of all workers. However, SMEs have struggled to market themselves for assorted reasons that were exacerbated by COVID-19 lockdowns. This study investigated marketing difficulties encountered by SMEs in Durban, South Africa during the COVID pandemic. The methodology used in this study was quantitative in nature. Ninety-six SME owners, CEOs, managers, managing directors, and marketing managers, were surveyed using a convenience sampling approach as the study was conducted under the COVID-19 lockdown. Seventy percent of participants had formal businesses with the remainder being informal. This study finds that marketing obstacles for SMEs in South Africa were due to COVID-19 restrictions, lack of finance, inability to adequately brand products and digital marketing challenges. We recommend increased government funding, better training for managers and financial literacy programs for SMEs managers.
Copyright (c) 2025 Zombuso L. Mbatha, Marlini Moodley, Farai Nyika, Coster Ruzengwe (Author)
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