A Comparative Study of Traditional & Digital Marketing Channels Within MSMEs (Micro, Small and Medium Enterprises) In Brunei / Hartiny Dr. Haji Azmi
Material type:
TextPublication details: Bandar Seri Begawan : Universiti Teknologi Brunei, ©2018 Description: xiii, 140 pages : illustrations, charts ; 30 cmSubject(s): Universiti Teknologi Brunei -- Thesis | Thesis writing | Marketing -- Brunei | Internet marketing -- Brunei | Digital media -- Economic aspects -- BruneiOther classification: UTB 120 REPORT THESIS & DISSERTATION | RTDS 254 Dissertation note: Thesis (Master) - Universiti Teknologi Brunei
| Item type | Current library | Call number | Status | Notes | Date due | Barcode |
|---|---|---|---|---|---|---|
Reports, Thesis & Dissertation Students
|
Universiti Teknologi Brunei Library - at level 2 | UTB 120 REPORT THESIS & DISSERTATION, RTDS 254 (Browse shelf(Opens below)) | Not for loan | Reg. No. 002016_UTB [RTDS 254] | 829311 |
A thesis submitted to The Universiti Teknologi Brunei (UTB) in partial fulfilment of the requirements for the degree of Master of Science (MSc) in Management and Technology
ABSTRACT ENIS
Purpose: The purpose of this study is to establish whether in traditional marketing channels and digital marketing channels are still being practiced and accepted by local consumers and Micro, Small and Medium Enterprises (MSMEs).
Findings: The use of traditional and digital marketing channel by local MSMEs and as preferred by consumers seemed vary when it comes to consumers' preference in brand awareness of when making decisions for purchasing purposes. Age and gender can be the factor that change the results. This study indicate that the use of traditional marketing is still accepted by certain consumers while majority of the consumers prefer both traditional and digital marketing to be utilized by local MSMEs.
Research limitations: The limitation for this study was the survey questionnaire in which the author can create questions in the view point of marketers or businesses.
Thesis (Master) - Universiti Teknologi Brunei
Includes bibliographical references
There are no comments on this title.