ARCHIVES
VOL. 12, ISSUE 1 (2026)
Utilisation of market research as a tool for leveraging business
Authors
Nobutu Mooka Kalenga
Abstract
Market research tool is
an essential component of any company’s marketing plan. It dictates strategy,
informs resource allocation, and helps brands understand and connect with the
consumers in ways that in the past would have seemed impossible. Market
research allows to know customer’s preferences and interests for SMEs to grow
and have good performance. Despite the tool being available most SMEs in Zambia
have been at a micro level since inception. They fail to survive and grow few
years after their establishment. How much this could be attributed to failure
to utilise market research tool to improve performance is not known. The
purpose of this study was to ascertain if market research tool could help the
performance of SMEs in Zambia. The objectives of the study were to determine
the utilization of the market research tool by SMEs in Kabwe, explore the
performance of the SMEs in Kabwe and come up with effective strategies of how
to utilize the market research tool for good performance. The sample comprised
of thirty (30) participants from SMEs. The findings were that SMEs in Kabwe
utilizes the market research tool. The results showed 69% of utilisation of the
market research tool and 31% of those who do not use it. Performance indicated
equal percentage of 50 each for those who are satisfied and those who are not. Effective
strategies for utilizing market research tool were reviewed which included
leveraging free and low-cost resources from government data and other
institutions, utilizing online tools and surveys as well as engaging customers
as they do their shopping. The analysis was done using excel for quantitative
data and themes for qualitative data. The study recommended diversification of
audience, utilizing cost effective methods, innovation and sensitizing SMEs if
the tool was to be utilized effectively.
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Pages:375-384
How to cite this article:
Nobutu Mooka Kalenga "Utilisation of market research as a tool for leveraging business". International Journal of Commerce and Management Research, Vol 12, Issue 1, 2026, Pages 375-384
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