Economics and Business
ISSN 2775-9237 (Online)
Published: 26 March 2021
Influence of Marketing Strategies on the Performance of SMEs: Evidence from Abuja SMEs
Hindu Jibril Amin
Baze University, Nigeria
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Keywords: Marketing Strategies, Resource Advantage Theory, Resource-Based View, SME Performance
Marketing strategy has been an operational focus and a method for achieving an all-inclusive business success. The aim of this scholarly work was to determine the influence of marketing strategies on the performance of SMEs in Abuja. Specifically, the objectives selected to achieve the aim of the study were to examine the influence of promotion marketing strategy on the business performance, assess the impact of price marketing strategy on the business performance of SMEs, determine the influence of place marketing strategy on business performance of SMEs, evaluate the effect of product marketing strategy on the business performance of SMEs in Abuja. Sample size of 339 was drawn from a population of 2825 which comprised of all the SMEs in Abuja registered by SMEDAN. Regression analysis was used and results presented in tables and figures. The findings obtained revealed that the most adopted marketing strategy was product strategy which contributed the most to the model. There was a positive relationship between the study variables,( promotion, pricing, place and product strategies), implying that the application of marketing strategies positively influenced SME performance in Abuja. The research concluded that the performance of SMEs in Abuja was positively influenced by marketing strategies. Recommendations were made which stated that SMEs should produce quality products, charge equitable price, position suitably, and promote extensively to the final consumers.
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