Investigating Marketing Challenges Faced by South African SMEs during Covid-19

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. DOI: https://doi.org/10.59857/IJABS7480