Thesis and Dissertations

Permanent URI for this collection

https://keffi.nsuk.edu.ng/handle/20.500.14448/560

Browse

Browsing Thesis and Dissertations by Author "Abdullahi, Yakubu Zanna"

Now showing 1 - 1 of 1
  • Thumbnail Image
    ItemOpen Access
    EFFECT OF MARKETING STRATEGIES ON THE PERFORMANCE OF SMALL AND MEDIUM SCALE ENTERPRISES IN NIGERA
    (Department of Business Administration, Nasarawa State University, Keffi., 2018-08-12) Abdullahi, Yakubu Zanna
    Despite the broad practices of marketing strategies into other business sectors and the particular relevance of SMEs in a developing economy, no known attempt has been made to investigate, empirically, the relations of contemporary marketing strategies, and organisational performance in a developing country’s SMEs in Nigeria’s buyer-seller relationships. SMEs in Plateau State find themselves in a competitive environment both locally and globally, hence effective marketing strategies are required to improve the business performances of the SMEs. This study examines key marketing strategies (place, product, price and promotion) and their impact on performance of SMEs in Plateau State. The study adopted the survey method. 240 questionnaires were issued to SMEs in the three senatorial districts of the State. This formed the sample of the study. The data obtained was analysed using Pearson Product Moment correlation analysis which was computed electronically by the use of Statistical Package for Social Science (SPSS) version 20. The study revealed that there is a significant impact of product quality strategy and relationship marketing strategy on the profitability and increased market share of SMEs in Plateau State. The study concludes that marketing strategies (product, place, and price) were significantly independent and joint predictors of business performance while promotion has no positive significant effect on business performance and recommends that SMEs should invest so much in product quality rather than in advertisement as this would enhance the firm’s profitability. Also, the customers should be valued and treated as kings as cordial relationship between firm and customers results in the increase of the organizations market base.