Comprehending the Marketing Strategies of Microfinance Institutions: Case of Selected Institutions within Multan District of Pakistan

Syedah Shan E. Ahmad
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Syedah Shan E. Ahmad: Department of Economics and Management Sciences, The Women University, Multan, Pakistan.

International Review of Management and Marketing, 2015, vol. 5, issue 3, 114-121

Abstract: The study focuses on fi nding whether microfi nance institutions (MFIs) within Multan district of Pakistan use marketing approaches and strategies in credit delivery and savings mobilization. The objectives of the study are measuring the degree of marketing orientation among MFIs and probing the application of marketing in credit delivery and savings mobilization. The research aims to test the hypothesis that “whether or not MFIs in Multan district are market oriented in delivery of credit and mobilizing the savings.” Primary data has been used as the main source of data for the study. The data was drawn from credit offi cers and management team (in some cases) of the MFIs. Descriptive statistics have been used for analyzing the data by using excel sheets and SPSS software. The survey revealed that the certain MFIs are not market-oriented in services’ delivery. One of the main fi nding is that marketing activities are poorly organized in MFIs. Moreover, little focus has been placed on marketing in corporate plans, and a very low budget has been allocated to promotional activities. In some cases no separate marketing promotional activities have been found. Unavailability of data is there and while conducting the survey lack of data transparency issue has been faced. The evidence in the paper suggests that MFIs should make marketing departments, develop the customer service packages in an easy approachable manner, and reinforce their marketing planning capabilities particularly in environmental awareness area. The paper is informative when planning for the establishment of proper marketing departments in MFIs.

Keywords: Credit Delivery; Marketing Strategies; Microfi nance; Saving Mobilization (search for similar items in EconPapers)
JEL-codes: L11 M30 M39 (search for similar items in EconPapers)
Date: 2015
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