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Success of Marketing Information System (MKIS) Model: Analysis of Manufacturing Small and Medium Enterprises (SMES)
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Small and medium enterprises (SMEs) in India are facing stiff competition in the new globalized era.
In India, the potential of the SMEs is to garner revenue and identify their keenness to utilize Marketing
Information System (MkIS). The main objective of the study is to analyse the success of an MkIS model for
SMEs. This study investigates the success factors of MkIS model. The study uses a survey analysis for
140 SMEs of manufacturing sector of Punjab in India to understand the level of MkIS by firms. The study has
been conducted in Punjab in India. Punjab is a progressive state of India with an average growth rate of 10 per
cent. Punjab has been ranked as one of the growing states of India. The study uses Step-wise Regression
technique to find the important predictors of the MkIS model. These are MkIS sophistication, design
characteristics of MkIS, capabilities of MkIS, primary characteristics of MkIS and hindrance factors of MkIS.
The results depict that co-efficient of determination is 0.508 and adjusted co-efficient of determination is0.490.
These predictors explain 49% of the variation
1990-9233
NONE
Success of Marketing Information System (MKIS) Model: Analysis of Manufacturing Small and Medium Enterprises (SMES)
Information Technology
English
Middle-East Journal of Scientific Research
2012
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