Evaluation of Marketing Strategies and Small and Medium Scale Enterprises Performance in Kogi East Senatorial District
Abstract
The main objective of this study is to evaluate the effect of marketing strategies on SMEs performance in Kogi East Senatorial District. Other specific objectives are to examine whether product development strategy and pricing strategy affect SMEs performance in Kogi East Senatorial District. The study covered a period between 2023-2025. The population of the study comprises of 21,859 SMEs operating within Kogi East Senatorial District of Kogi State environs. The sample size was 400 which was determined using Taro Yamani sampling technique. Hypotheses of the study was tested using Multiple regression analysis with the aid of SPSS 22.0. The study found that product development strategy has positive and significant effect on small and medium scale enterprises performance in Kogi East Senatorial District, Kogi State while pricing strategy has positive and significant effect on small and medium scale enterprises performance in Kogi East Senatorial District, Kogi State. The study recommended that SME operators should consistently invest in market research to understand evolving customer needs and preferences. SMEs owners should adopt flexible and value-based pricing approaches that reflect both market conditions and customer purchasing power.
Keywords
Marketing Strategies, SMEs, Performance, Product Development Strategy and Pricing Strategy
Citations
IRE Journals:
Abubakar Haruna , John Olatunji Alabi
"Evaluation of Marketing Strategies and Small and Medium Scale Enterprises Performance in Kogi East Senatorial District" Iconic Research And Engineering Journals Volume 9 Issue 1 2025 Page 357-367
IEEE:
Abubakar Haruna , John Olatunji Alabi
"Evaluation of Marketing Strategies and Small and Medium Scale Enterprises Performance in Kogi East Senatorial District" Iconic Research And Engineering Journals, 9(1)
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