MARKETING STRATEGIES AND THE SALES PERFORMANCE OF SELECTED SMALL AND MEDIUM ENTERPRISES IN JIGAWA STATE NIGERIA

ABSTRACT This study examined the effects of marketing strategies and the performance of small and medium-sized businesses (SMEs) in Jigawa State, Nigeria, utilizing marketing tactics. A standardized questionnaire was used to collect data from 350 SME owners, and multiple regression analysis was used to analyze the results. An R-squared value of 0.960 and a correlation coefficient of 0.9806 indicated a strong positive association between the predictor variables and SME performance in the findings. The ANOVA results also indicated the significance of the regression model, with a highly significant F-statistic (452.973) and a low p-value (0.0006). Each predictor variable - promotion, pricing, strategies - had a significant impact on SME performance. The study recommends that SME owners and managers develop and implement comprehensive marketing strategies integrating these elements to enhance competitiveness and performance in the market.

1 29 Jun, 2024

pg: 11

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