EFFECT OF MARKET PENETRATION STRATEGY AND THE PERFORMANCE OF SMES IN FCTABUJA, NIGERIA
ABSTRACT
This study examines the effect of market penetration strategy on the performance of SMEs in FCT-Abuja.
The population of this study consists of all owner-managers of SMEs operating FCT-Abuja is 24,346 with
a sample size of 392 respondents for analysis. This study uses SPSS version 27 for analysis. that product
strategy, distribution strategy and promotion strategy have significant effect on SME performance while
price strategy does not have a significant effect on SME performance. The study recommends that SMEs
in FCT-Abuja should re-evaluate their pricing strategies. SMEs should invest in developing innovative,
high-quality products that meet customer needs. SMEs should optimize their distribution networks,
ensuring that products are easily accessible to customers, and SMEs should enhance their marketing
and promotional efforts.
MORE DETAILS
1 01 Dec, 2024
pg:
15
JBMIC PORTAL SYSTEM
Contri. 1+
key Words: Market Penetration Strategy, Price Strategy, Product Strategy, Distribution Strategy,
Promotional Strategy, SMEs Performance, FCT-Abuja.
Volume/Issue/Year: Vol. 3(2), 2024
Key Contributors: ADOLI , OCHEGBUDU ENE