The impact of marketing strategies on the growth of small, Mediium enterprises in Pallisa town council.

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dc.contributor.authorAkello, Jackie Anna
dc.date.accessioned2026-10-01T08:51:52Z
dc.date.available2026-10-01T08:51:52Z
dc.date.issued2026
dc.descriptionDissertation
dc.description.abstractThis study examined the effect of marketing strategies on the growth of small and medium enterprises (SMEs) in Pallisa Town Council, Uganda. Specifically, the study sought to determine the influence of product strategies, pricing strategies, and promotion strategies on SME growth. A descriptive research design employing both quantitative and qualitative approaches was adopted. Primary data were collected from 66 owners, managers, and sales personnel of SMEs using structured questionnaires. The data were analyzed using the Statistical Package for Social Sciences (SPSS Version 20). Descriptive statistics were used to summarize respondent characteristics, while Pearson's correlation and multiple regression analyses were used to establish the relationship between marketing strategies and SME growth. The findings revealed that marketing strategies have a strong positive and statistically significant influence on the growth of SMEs. The regression model showed a strong relationship between the independent and dependent variables (R = 0.802), with marketing strategies explaining 64.4% of the variation in SME growth (R² = 0.644). The overall regression model was statistically significant (F = 37.345, p < 0.001), confirming that marketing strategies collectively have a significant effect on SME growth. Among the predictor variables, product strategy emerged as the strongest determinant of SME growth (ß = 0.480, p < 0.001), while pricing strategy and promotion strategy also had positive and statistically significant effects. The study concludes that effective implementation of product, pricing, and promotion strategies significantly enhances the growth of SMEs in Pallisa Town Council. The study recommends that SME owners prioritize product development, adopt competitive pricing policies, and strengthen promotional activities to improve business performance and achieve sustainable growth. Keywords: Marketing strategies, small and medium enterprises, growth, Pallisa town council, product strategies, pricing strategies, promotion strategies
dc.description.sponsorshipMr. Okiror Ismael, Busitema University.
dc.identifier.citationAkello, J A.(2026). The impact of marketing strategies on the growth of small, Mediium enterprises in Pallisa town council. Busitema University.
dc.identifier.urihttps://bdears.busitema.ac.ug/handle/123456789/9813
dc.language.isoen
dc.publisherBusitema University
dc.titleThe impact of marketing strategies on the growth of small, Mediium enterprises in Pallisa town council.
dc.typeOther
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