MARKETING AUDIT AND ITS IMPACT ON SMALL BUSINESS IN KAZAKHSTAN

A. О. Turekhanova, M. Smykova

2023

Full text Open access: Hybrid Metadata (CSL-JSON)
DOI 10.52821/2789-4401-2022-6-7-20
Data confidence 70 medium
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Abstract

In the article, a small business study was conducted, which revealed a positive impact on the growth of financial indicators with the help of a marketing audit.The purpose of this study is to find an affordable marketing tool to improve the economic metrics of small businesses in Kazakhstan in the form of a marketing audit. Marketing audit is one of the ways to improve the conditions for SME development in Kazakhstan, which in turn will have a positive impact on the development of the country's economy.Methodology. For the study of small business, the works of foreign researchers on the theoretical understanding and application of the experience of developed countries, taking into account the specifics of Kazakhstan, were used. Based on the theoretical basis, questions for in-depth interviews were formulated, a hypothesis was formulated, a quantitative study was conducted in the form of questionnaires of 120 respondents, representatives of small businesses in Kazakhstan to verify the validity and reliability of the formulated hypothesis.The originality / value of the study is a hypothesis about the impact of marketing audit, tested and proven, thereby revealing a direct link between the growth of small businesses and the use of marketing audit.Findings. The results of the study showed low awareness of small business owners about existing marketing audit tools. The use of a small business is basically a classic standard set of marketing actions. Performance analysis is not studied by owners and does not determine the relationship between economic indicators and marketing actions. Small business employees do not have good working conditions, so they have low motivation to improve business performance.