Small and Medium Scale Enterprises and Internet Marketing in Ghana

Abstract

This study was conducted to assess the use of Internet marketing by small and medium scale enterprises. A qualitative approach was adopted which relied on interviews with management personnel of six selected small and medium scale enterprises in Ghana.  Findings of the study revealed that the number of consumers patronizing marketed products and services on the Internet are on the increase. However, the volume of online business remains low.  The small and medium scale enterprises are willing to create the buzz about Internet marketing but their consumers are not well informed and educated. Furthermore, the limited Internet resources in the country is a major drawback in the strive for Internet business transactions.

Key words: Small and medium scale enterprises, Internet Marketing, Ghana