Women's Home-Based Businesses (HBB) In Saudi Arabia: Marketing Practices and Business Growth
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 8
Abstract
The purpose of this paper is to examine the impact of marketing practices of home –based marketing on growth of home-based businesses owned by women using 4P’s marketing mix as theoretical frame work. A questionnaire survey and face-to-face interview were conducted to collect data. The study included263 randomly selected home-based business women entrepreneurs in Saudi Arabia. Multiple regression analysis was used to measure the association between HBB marketing practices and business growth. Quantitative study results has revealed a significant impact of HBB current marketing practices on business growth. Qualitative study manifested lack of marketing outlets as the main problem impedes home - based business growth.These results have great implications for home based business owners as well as policy makers.
Authors and Affiliations
Nawal Abdalla Adam, Shatha Ayub Alabduljabbar
Keywords
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- EP ID EP401137
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