Creative Marketing and Financial Performance of Small Medium Businesses in Uganda: A Case of Butogota Town Council Kanungu District.
The study aimed to explore the relationship between creative marketing and the financial performance of small and medium businesses in Butogota Town Council. It was guided by specific objectives: examining the determinants of creative marketing and financial performance, identifying the factors affe...
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| Format: | Thesis |
| Language: | English |
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Kabale University
2024
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.12493/2124 |
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| Summary: | The study aimed to explore the relationship between creative marketing and the financial performance of small and medium businesses in Butogota Town Council. It was guided by specific objectives: examining the determinants of creative marketing and financial performance, identifying the factors affecting creative marketing and financial performance, and assessing the relationship between creative marketing and financial performance. A mixed research approach, combining quantitative and qualitative methods, was used. A total of 69 respondents were selected using simple random and purposive sampling techniques. Data collection methods included questionnaires and interviews, with primary data analyzed using SPSS version 26. Regarding the determinants of creative marketing and financial performance, 30% of participants strongly agreed and 28% agreed that market selection was a key determinant. Additionally, 19% agreed and 21% strongly agreed that bureaucratic lending procedures impact creative marketing and financial performance. The study found a significant relationship between creative marketing and financial performance, with a p-value of 0.00, indicating that creative marketing is a significant predictor of financial performance. The results showed that timing and credit terms positively and significantly influence financial literacy. Emphasizing financial literacy through budgeting and debt management increases the capacity to start small businesses, leading to greater independence, increased purchasing power, effective debt management, improved financial decision-making, higher living standards, and access to health and other services, as well as the ability to assume leadership roles. Based on the findings and conclusions, it is recommended to establish social protection programs that teach individuals how to earn, spend, save, invest, borrow, and protect their money. |
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