MODERN MARKETING TECHNIQUES ACT AS A CATALYST FOR THE SELLING ACTIVITIES OF AN ENTREPRENEUR: AN INVESTIGATION OF BAKERY AND CONFECTIONERY BUSINESS IN DISTRICT MALIR, KARACHI, PAKISTAN

The part which entrepreneurs play in the economic growth of any country needs no elucidation. Having started new businesses- by utilizing their skills and knowledgethey give proliferation to new ideas in the market and reach the right decisions that serve as vehicles of prosperity and enhancement of the business. The global quest for achieving permanence in economic development and acceleration of social progress has found a new light in entrepreneurial activities. A lot of proponents such as burgeoning urbanization and industrialization, coupled with the prevalence of social legislation as well as general awareness and entrepreneurial education on formal grounds have set the stage for the ever-increasing omnipresence of novel entrepreneurial ventures in various economies across the globe. This study emphasizes the need for modern marketing techniques, which are also an alternative conceptualization of entrepreneurial marketing, which portend a positive influence on the performance of entrepreneurial businesses. Employing a well-developed and verified scale, data collection from 150 respondents was done on a convenience basis (a non-probability data collection method). All of the respondents amongst whom the questionnaires were distributed were based in different areas of district Malir of Karachi and descriptive statistics were applied on the relevant variables such as the importance of advertisement whether they are on electronic media or by print media, for business promotion, use of publicity for sales improvement, similarly, use of other marketing techniques such as sales promotion, personal selling, direct marketing activities, use of SMS marketing and use of social media activities for enhancement of sales as the modern marketing techniques. This research article aims at contributing to the existing academic literature present on the importance of employing modern marketing techniques available at hand to the entrepreneurs involved in the bakery and confectionary businesses across the District Malir of Karachi, Pakistan. This study shall assist government regulators in making informed decisions while addressing the need and importance of modern marketing techniques for Pakistani entrepreneurs, which shall lead to more effective and well-planned initiatives, which can help not only to improve the performance of entrepreneurial ventures but also to curb and eventually eradicate poverty from Pakistan.