Cognitive Determinants of Chinese Entrepreneurs’ Intention to Adopt Marketing Approach in SMEs: A Case from Anhui, China

KashifUllah Khan, Zhang Xuehe, Fouzia Atlas, Farhan Khan, Muhammad Hamayun


This paper examines the cognitive determinants of entrepreneurs regarding intentions to adopt/or not marketing approach in SMEs (small and medium enterprises) in Anhui, China. Ajzens (1991) model of predicting human and organization behavior i.e. TPB (Theory of planned behavior) was used to determine the cognitive behavior through attitude, subjective norms and perceived behavioral control in addition with salient beliefs. Data was collected randomly across different industrial sectors with different levels of sales and number of employees. Results of 172 SMEs in Anhui, China show that attitude or behavioral beliefs , perception of entrepreneurs regarding advantages or disadvantages of the factors influencing entrepreneurs intentions to adopt marketing approach in their firms and subjective norms or normative beliefs, the social referents influencing entrepreneurs intention to adopt marketing approach i.e. corporate culture, seem to influence and considered to be the main determinants  of Chinese SMEs entrepreneurs intention to adopt marketing approach. This research limitation includes the analyses and findings of this research study on limited sample of SMEs located in Anhui, China.

Keywords: SMEs (small and medium enterprises); Cognitive determinants; TPB (Theory of planned behavior; Marketing; Anhui, China.

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ISSN (Paper)2222-1905 ISSN (Online)2222-2839

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