| dc.description.abstract | It is a widely acknowledged fact that businesses tend to face increased difficulty during times
of economic downturn. The purpose of this study is to examine how retail businesses deal
with the effects of economic crises, how their level of marketing activities can impact on
performance and to assess the level of emphasis on customer service in the small retail sector.
The research methodology is predominately exploratory in nature. The research approach
involved phase one, semi-structured interviews with eight retail owner-managers in
Letterkenny, phase two, a focus group with employees from the retail sector, and a third
phase consisting of an interview with a professional of marketing.
The role of marketing in small retail outlets and the activities which are engaged in are
discussed and a professional opinion on the above is offered within the research indicating
that small businesses are slow to engage in newer forms of marketing and tend to employ
traditional methods as they are somewhat uneducated regarding the value of marketing.
The findings suggest that marketing activities such as public relations, customer service,
brand building and the use of online marketing are somewhat lacking in the operations of
small businesses. In addition, it was found newly established businesses are more open to
such activities than more established businesses that have been in operation for a long time.
The research did have limitations which were mainly of a financial or time related nature.
Overall the research suggests marketing activities that can be undertaken, yet do not
necessarily require large financial investment, for smaller businesses. | en |
