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: Brunei Darussalam : Universiti Teknologi Brunei , © 2018. Description: xii, 14- 127 Pages : color illustrations ; 30 cmSubject(s): -- Thesis Universiti Teknologi Brunei | Marketing -- Brunei Darussalam | Marketing Channels -- Brunei Darussalm | Digital Marketing -- Brunei DarussalamOther classification: UTB 120 REPORT, THESIS & DISSERTATION | RTDS 256 Dissertation note: Thesis ( Degree of Master of Science (MSc) in Management and Technology )
| Item type | Current library | Call number | Status | Notes | Date due | Barcode |
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Reports, Thesis & Dissertation Students
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Universiti Teknologi Brunei Library - at level 2 | UTB 120 REPORT, THESIS & DISSERTATION, RTDS 256 (Browse shelf(Opens below)) | Not for loan | Reg. no. 002018_UTB [RTDS 256] | 829313 |
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
Purpose: The purpose of this study is to establish whether 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 channels by local MSMEs and as preferred by consumers seemed to 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 changes the results. This study indicates that the use of traditional marketing is still accepted by certain consumers, while the majority of 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 from the viewpoint of marketers or businesses.
Thesis ( Degree of Master of Science (MSc) in Management and Technology )
Includes bibliography references.
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