Learning to Live with Covid-19: MSMEs Perception and Strategies on Business Promotions, Uva region-Sri Lanka

Within the dynamic external environment, shocks might create either opportunities or challenges to business. The Pandemic of COVID –19 also an unpredicted, and highly vulnerable, affecting shock business segments. Therefore, this study would focus on promotional tools perception Micro, Small, Medium scale Enterprises (MSMEs) during Pandemic. Data gathered from Uva region MSME’s, via interview method, whereas qualitative analysis-Thematic analysis method has been adopted. findings highlight four parental themes; (a) Formal marketing Strategies, (b) Informal (c) Virtual Marketing Platform, (d) Patriotic Marketing. As recommendations, strategies for MSME sector have proposed. Keywords: promotions, Covid-19 pandemic, marketing, perception, Small DOI: 10.7176/EJBM/13-10-03 Publication date: May 31 st 2021