Marketing Information System (MkIS): Outline for Small and Medium Enterprises (SMEs) in Punjab

Marketing information system (MkIS) has traditionally been proposed to provide marketing managers a thorough process of intelligence gathering. In India, the potential of the Small Medium Enterprises (SMEs) is to garner revenue and identify their keenness to utilize (MkIS). The main objective of the study is to develop the framework of MkIS for SMEs in Punjab. The study uses a survey analysis for 140 SMEs which include 124 small and 16 medium enterprises respectively of manufacturing sector of Punjab in India. The study has been conducted for manufacturing SMEs viz. cutting tools, sports goods and bicycle components. The study attempts to find the critical factors of MkIS for enhancing the performance of manufacturing SMEs viz. design characteristics of MkIS, capabilities of MkIS, primary characteristics of MkIS and MkIS sophistication. The ANOVA results highlight that there is no significant difference between the two types of the enterprises viz. small and medium regarding the important predictors of the MkIS and it also justifies that all the factors are considered important by both.